Will this leadership change lead to any strategic shifts in Goodyear's product portfolio or pricing in Europe, the Middle East, and Africa?

Answer

The appointment of Jan‑Piet van Kesteren – a veteran of consumer‑facing tire sales in the region – is unlikely to trigger an immediate overhaul of Goodyear’s product mix or price‑setting in EMEA, but it does set the stage for a more aggressive, data‑driven portfolio realignment over the next 12‑18 months. Van Kesteren’s track record at rival manufacturers shows a focus on expanding premium‑segment volumes (high‑performance, eco‑friendly and run‑flat tires) while tightening discount‑brand margins. In Europe’s increasingly regulated market, where CO₂‑emission standards and “green‑tire” mandates are tightening, Goodyear will probably accelerate the rollout of its low‑rolling‑resistance and fuel‑efficiency lines, nudging pricing upward for those SKUs while still protecting volume in the value tier through selective promotions.

From a trading perspective, the market should price in a modest upside to Goodyear’s EMEA revenue growth (≈3‑4 % YoY) as the new MD rolls out a “premium‑first” strategy. The stock’s recent technical profile – trading near the 20‑day EMA with a bullish MACD crossover and a 5‑month upward trend – suggests room for a short‑to‑mid‑term rally if the first quarterly results (Q3 2025) reflect higher average selling prices (ASP) in the region. Keep a long bias on GT with a stop just below the recent low (~$33.80) and consider scaling in on any pull‑back to the 20‑day EMA (~$35.20) as the leadership‑driven strategic shift begins to materialise.