Designing and manufacturing its motorcycle tyres in Wiltshire may not have been perfect for the Avon brand – but at least it gave the firm a unique selling point. The Melksham plant was badly in need of modernisation and investment but was closed down as a bike tyre production centre at the end of 2023. The Avon name was taken over by Goodyear when it bought the owner, Cooper Tires, and production has since moved to Dunlop facilities, also part of the Goodyear group, in the EU.
Goodyear is now relaunching the Avon brand, promising great quality products at a value prices and positioning it just below more premium Dunlop offerings.
Roberto Finetti, marketing manager, Goodyear Motorcycle Europe, said: “We are enthusiastic about launching Avon’s new identity. The brand’s rich maverick heritage is something that riders value and identify with, and we are confident that a product range that combines style, performance and value will encourage more riders to experience Avon tyres.”
Goodyear also says it’s invested heavily in Avon production lines, with five state-of-the-art production machines, and an all-new finishing line dedicated to the custom tyre range’s whitewall construction. The firm says it has massively increased Avon’s production capacity while improving quality. Many current tyre fitments have been re-engineered from the ground up to increase performance and to comply with Goodyear’s corporate standards and industry regulations.
The relaunched range comprises four basic tyre models to begin with: the Cobra Chrome cruiser fitment, with optional whitewalls,; the Spirit ST sport-touring tyre; the 3D Supersport sporty road/trackday rubber; and the Roadrider MKII classic tyre. Goodyear also says there are three new Avon tyres in the development pipeline, which will be launched soon.
www.avontyres.com