On July 5, 2025, Cooper Tire (Kunshan) Company Ltd. announced the change of key members. The current general manager, Mr. Jeffrey Scott Whiteley, resigned from the position. Although the announcement did not disclose the new general manager, this change once again put this American tire company based in Kunshan, Jiangsu, in the spotlight of industry attention. As an important asset of Goodyear, Cooper Kunshan plant is not only a bridgehead for it to deepen its presence in the Chinese market, but also a key hub for R&D and innovation in the Asia-Pacific region.
Cooper Tire entered the Chinese market in 2006, and it is no coincidence that it chose Kunshan as its important production base and R&D center. Kunshan Precision Technology industrial Park's superior geographical location and industrial supporting facilities make it a popular investment destination for foreign-funded enterprises. Cooper Asia Pacific Technology Center, established in 2008 and moved to the Kunshan plant in 2014, is a microcosm of its global strategic layout.
This comprehensive center, which integrates tire testing, data analysis, material research, and new product development, plays multiple roles, including supporting the Chinese local market, serving export business, optimizing existing products, evaluating competitors, and even supporting marketing. Cooper had hoped to strengthen its R&D capabilities and accelerate the development of new products to meet customers' growing demands for performance and quality.
Goodyear completed its acquisition of Cooper Tire in 2021, making Cooper Tire (Kunshan) Company a wholly-owned subsidiary, further strengthening its position in the global tire map. As a result, the Kunshan plant has received more resources.
In May 2023, Goodyear announced an additional investment of US$200 million in the Kunshan plant, aiming to increase the annual production capacity of 2.6 million PCR tires. This large investment not only consolidates the importance of the Kunshan plant in Goodyear's global supply chain, but also demonstrates Goodyear's continued optimism about the potential of the Chinese market.
However, as Goodyear integrates more of its brand resources and makes a more refined layout in the Chinese market, such as introducing Cooper's famous off-road brand Mickey Thompson to China in October 2024 and launching four professional off-road tires, the role of the Kunshan plant is also quietly evolving. From the single production of PCR tires to the potential to undertake the manufacturing tasks of more brands and more types of tires, the flexibility and adaptability of its production line are being put to the test.
Although the specific reason for the change of general manager is unclear, combined with Goodyear's integration of its brands and resources in recent years, as well as the adjustment of its Chinese market strategy, the outside world generally speculates that this is related to Goodyear's desire to further optimize its management structure in the Asia-Pacific region, improve operational efficiency, and strengthen brand synergy. The new general manager will face multiple challenges, including how to balance the development of the Cooper brand (mainly PCR and SUV tires) and the Mickey Thompson brand (professional off-road market) in the Chinese market, how to ensure that the Kunshan plant continues to meet the needs of capacity expansion, and how to continue to play the role of the Asia-Pacific Technology Center as an innovation engine.
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