What BFGoodrich does

BFGoodrich is a heritage tyre brand established in 1870 in Akron, Ohio, now operated as a subsidiary brand of Michelin Group. The brand manufactures and sells truck and bus tyres under three primary product lines: Route Control (for general cargo and haulage fleets), Cross Control (for construction and off-road applications), and Urban Control (for passenger buses, with integrated RFID chips for fleet maintenance tracking). The product portfolio launched commercially in Europe in January 2018 with a 53-tyre range across 15", 17.5", 19.5", and 22.5" wheel diameters, completing the brand's global footprint that now spans 140+ countries and sells over 1.6 million tyres per year.

The business operates a channel-led go-to-market model through a European dealer network of more than 3,000 professional dealers spanning 19+ countries, supplemented by a 24/7 OnRoad Assistance programme (with a 2h24 average response time) and the MyPortal customer platform for warranty activation, troubleshooting, and personalized service. Revenue is generated through three streams: new tyre hardware sales (Route Control, Cross Control, Urban Control product families), professional retread services delivered via Laurent Retread factories and Recamic workshops under a 100% retreadability guarantee for 22.5" tyres, and subscription-style portal services via MyPortal. The brand's pricing is quote-based through the dealer channel with no public disclosure. Motorsport sponsorships — including 13+ Dakar Rally wins, 21 consecutive Baja 1000 victories, the Formule Trucks series with Renault Trucks, and partnerships with teams like JCW Team and Kamaz Master — function as a top-of-funnel brand and commercial credibility channel for fleet decision-makers.

BFGoodrich's competitive positioning rests on 155+ years of brand heritage, motorsport-proven product credibility, a 100% retreadability guarantee that extends casing life and reduces total cost of ownership for fleet operators, and the integrated European dealer-plus-roadside-service network. The brand competes within Michelin's broader portfolio strategy, serving fleet operators and truck/bus owners who prioritize durability, retreadability, and a strong dealer/service footprint over premium-tier features.

Name

BFGoodrich

Legal name

Michelin Tyre PLC

Website

https://truck.bfgoodrich.co.uk

Company type

Private

Founded year

1870

Operating status

Operating

Headcount range

101–250 employees

Short description

BFGoodrich is a Michelin-owned heritage tyre brand manufacturing truck and bus tyres across three product lines (Route Control, Cross Control, Urban Control) for European fleet operators, distributed through 3,000+ dealers with retread, roadside assistance, and MyPortal services.

Ownership category

akta.pro rank

Product category

Commercial Tyres

NAICS

Tire and Tube Merchant Wholesalers (42313), Motor Vehicle and Motor Vehicle Parts and Supplies Merchant Wholesalers (4231)

SIC

Motor Vehicle Parts & Accessories (3714), Wholesale-Motor Vehicle Supplies & New Parts (5013), Wholesale-Motor Vehicles & Motor Vehicle Parts & Supplies (5010)

akta.pro primary industry

Commercial Truck & Bus Tires Manufacturing (IMANAKAC)

akta.pro secondary industries

Commercial/Fleet Tire Sales & Service (Truck/Bus/OTR) (TLAKADAB), Tires, Wheels & Retread Supply Distribution (TLAKAOAD)

Keywords

• Commercial truck tyres
• Bus tyres
• Tyre manufacturing
• Retread services
• Fleet tyre solutions

Headquarters

HQ city

Stoke-on-Trent

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Others

Revenue model

1. Truck and Bus Tyre Sales: BFGoodrich generates revenue through the sale of new truck and bus tyres across multiple product lines (Route Control, Cross Control, Urban Control) in sizes ranging from 15" to 22.5" diameter wheels. Tyres are sold through a European dealer network of 3,000+ professional dealers.
2. Retread Services: Retreading services are offered through Laurent Retread factories and Recamic workshops, allowing fleet operators to extend tyre life. The 100% retreadability guarantee provides ongoing revenue through retreaded replacements for worn tyres.
3. MyPortal Subscription Services: MyPortal customer portal offers exclusive services including warranty activation, personalised assistance, exclusive tyre offers, and after-sale service. Services are available 24/7/365 with personalised content based on company activity sector.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

BFGoodrich manufactures and sells truck and bus tyres for commercial fleets across Europe through a network of more than 3,000 professional dealers. The portfolio covers three product lines—Route Control for general cargo, Cross Control for construction, and Urban Control for passenger buses—plus retread services, roadside assistance, and a customer portal (MyPortal).

Product overview

BFGoodrich is a tyre manufacturer with over 150 years of history, offering a comprehensive truck and bus tyre range for the European market. The product portfolio consists of three main product lines: Route Control (designed for General Cargo fleets with steer, drive, and trailer tyres), Cross Control (for construction activity with robust high-grip tyres), and Urban Control (for passenger buses with RFID-enabled maintenance management). The Route Control line includes specific variants for different applications including heavy truck, low bed trailer, high cube trailer, and light truck tyres. All products are retreadable with a 100% retread offer for 22.5" tyres, and feature M+S and 3PMSF winter markings. The company also provides associated services including 24/7 On Road Assistance, MyPortal customer account platform, and tyre labelling compliance information.

Differentiator

Problem solved

Functional benefit

Brands

• Route Control: Tyre range designed for General Cargo fleets providing safe and long-lasting performance with regrooveable and retreadable features.
• Cross Control
• Urban Control

Products and services

• BFGoodrich Route Control S (Heavy Truck) Steer position tyre for heavy trucks and large lorries providing safety and mileage performance for big haulage operations, featuring M+S and 3PMSF markings for winter conditions.
• BFGoodrich Route Control D (Heavy Truck) Drive position tyre for high-power cargo trucks with directional tread providing traction and forward momentum, featuring M+S and 3PMSF markings for challenging conditions.
• BFGoodrich Route Control T (Low Bed Trailer) Trailer tyre for low bed trailers offering rugged performance and stability for heavy loads over long distances, with retreadable casing for extended life.
• BFGoodrich Route Control T (Heavy Truck/Trailer) Trailer tyre for heavy truck applications, resilient in bearing big trailer loads up to 44 tonnes, featuring motorway endurance and skid resistance when parking.
• BFGoodrich Route Control T (High Cube) Extra-large tyre for high cube trailers and mega volume loads, with robust construction designed to carry heavy loads with ease and steadiness.
• BFGoodrich Route Control D (Light Truck) All-terrain directional lorry tyre for urban delivery trucks providing safe and reliable drive axle performance through challenging road conditions with low noise emissions.
• BFGoodrich Route Control S (Light Truck) Steer position tyre for delivery trucks designed for navigating city environments, featuring M+S and 3PMSF markings for safe braking in challenging conditions with low rolling noise.
• BFGoodrich Cross Control Robust tyres designed for construction activity and heavy civil construction applications, tested on African tracks with high grip performance and 100% retread guarantee for construction fleets.
• BFGoodrich Urban Control Tyres specifically designed for passenger buses, featuring safe and low noise performance with additional sidewall protection, equipped with integrated RFID chip for tyre maintenance and inventory management.
• BFGoodrich Retread Services Retreading services offered through Laurent Retread factories and Recamic workshops, allowing fleet operators to extend tyre life under a 100% retread guarantee for 22.5" tyres.
• BFGoodrich MyPortal Customer Service Online customer portal providing 24/7 warranty activation, personalised assistance, exclusive tyre offers, and after-sale service with content tailored by activity sector.
• BFGoodrich On Road Assistance 24/7 roadside assistance service across Europe with a 2h24 average response time, providing the fastest breakdown service in Europe for fleet operators.

Quantifiable outcome

• 100% retreadability guarantee for 22.5" tyres reduces cost per kilometre by extending tyre casing life through multiple retread cycles
• +4 more outcomes

Named customers6 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Nine partnerships are on record, tiered flagship, core, major and minor.

• JCW Team / Stephane PeterhanselflagshipGTM or Marketing Partner · 1 January 2021BFGoodrich tyre partnership with JCW Team driver Stephane Peterhansel (Monsieur Dakar) winning the 2021 Dakar Rally. The team used BFGoodrich All Terrain T/A KDR2+ tyres over 4,500 km of challenging Saudi Arabian terrain. BFGoodrich Service Centre fitted and removed 3,800 tyres during the rally.
• Red Bull Junior Team OT3flagshipGTM or Marketing Partner · 1 January 2021Dakar Rally partnership with Red Bull Junior Team OT3 featuring drivers Cristina Gutierrez and Seth Quintero. Gutierrez became the first lady competitor to claim a Dakar stage since 2005, while 18-year-old Seth Quintero was the youngest competitor ever to contest the Dakar. Both used BFGoodrich Mud Terrain KM3 SSV/UTV tyres.
• Kamaz MasterflagshipGTM or Marketing Partner · 1 January 2021Leading Russian truck racing team winning the truck category at Dakar 2021 with drivers Dmitry Sotnikov, Anton Shibalov, and Airat Mardeev. The truck podium at Dakar 2021 was entirely composed of Russian Kamaz Master teams.
• Renault TruckscoreStrategic or Co-development Partner · 1 November 2017BFGoodrich partnered with Renault Trucks as official tyre provider for the Formule Trucks monotype truck racing competition. The partnership was revealed at Solutrans trade fair 2017. Race trucks are prepared on the base of a Renault T truck. The ambition was to become an official Championship in 2019 as part of FFSA French and FIA European Championships.
• Formule Trucks Promotion CompanycoreStrategic or Co-development Partner · 1 November 2017The Formule Trucks Promotion Company partnered with Renault Trucks and BFGoodrich to create a new monotype truck racing competition accessible to all, serving as a gateway to truck racing competition in France and Europe. TTS team in Toulouse prepared the trucks with BFGoodrich tyres.
• Laurent Retread FactoriesmajorImplementation/ SI/ Consulting Partner · 1 November 2017Authorised retreading partner for BFGoodrich tyres, providing retread services for construction fleets and other commercial tyre users. Part of the 100% retreadability guarantee programme for 22.5" tyres.
• Recamic WorkshopsmajorImplementation/ SI/ Consulting Partner · 1 November 2017Authorised retreading partner for BFGoodrich tyres, providing retread services as part of the brand's retreadability programme. Available for retreading worn tyres to extend casing life.
• TTS TeamminorImplementation/ SI/ Consulting Partner · 1 November 2017TTS team in Toulouse prepared the Formule Trucks prototype in June 2017 after successful testing at BFGoodrich's company track. TTS has expertise in truck race manufacturing.
• Michelin GroupflagshipOthers · 1 November 2017Michelin acquired BFGoodrich and licenses the trademark to Michelin Tyre PLC for truck tyres. The new European truck tyre range is manufactured in Europe for European roads. Michelin provides operational infrastructure including MyPortal platform, 24/7 roadside assistance, and regulatory compliance frameworks.

Scale indicators11 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Continental: Continental is one of the largest European commercial tyre manufacturers with the Conti Hybrid, Conti EcoPlus, and Conti Urban HA3 ranges for trucks and buses. It competes head-to-head with BFGoodrich across general haulage, construction, and urban bus vocations.
• Hankook: Hankook produces the SmartFlex, AL10, and e-cube MAX truck tyre lines, competing in the same European commercial segments as BFGoodrich. It has grown rapidly through price-competitive positioning in fleet procurement.
• Bridgestone: Bridgestone is a global leader in commercial truck and bus tyres with the R298, M788, and Duravis ranges. Its European dealer network and fleet contracts make it a primary direct competitor to BFGoodrich's 3,000+ dealer-driven truck tyre business.
• Michelin: Michelin manufactures and sells commercial truck and bus tyres across Europe and globally. As BFGoodrich's parent company, Michelin's truck tyre range (Michelin XZE, X Line, X InCity) directly overlaps with BFGoodrich's Route Control, Cross Control, and Urban Control lines — and competes with them within the same corporate portfolio.
• Pirelli: Pirelli manufactures commercial truck tyres under the FR:01, R01, and MC:01 series for European fleets. Its regional presence and focus on high-mileage and fuel efficiency overlap directly with BFGoodrich's Route Control positioning.
• Goodyear: Goodyear manufactures truck and bus tyres including the KMAX, Fuelmax, and Omnitrac ranges sold across Europe. It is an entrenched incumbent in fleet segment with comparable retread (TreadMax) and service offerings to BFGoodrich.

Emerging players

• Firestone: Firestone (Bridgestone sub-brand) targets the value segment of the European commercial truck tyre market with the FS557 and TSP3000 ranges. It competes for price-sensitive fleet customers alongside BFGoodrich.
• Yokohama: Yokohama has been expanding its European commercial tyre presence through the 109R and 704R ranges, focusing on long-haul and regional haulage. It competes at the value tier that BFGoodrich's 100-day satisfaction guarantee also targets.
• Kumho Tire: Kumho manufactures truck and bus tyres including the KRS50 and KCA31 ranges, with growing European distribution. It targets fleet customers seeking cost-effective retreadable tyres — overlapping with BFGoodrich's value proposition.

Regional players

• Apollo Tyres: Apollo Tyres sells commercial truck and bus tyres across Europe through the Vredestein brand (Endurace, Traxion), serving fleets requiring robust regional and long-haul solutions. While a stronger primary competitor in India, its European truck tyre business overlaps with BFGoodrich's mid-tier commercial positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/BFGoodrichEU
• Instagraminstagram.com/bfgoodricheurope
• LinkedInlinkedin.com/company/bfgoodrich

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about BFGoodrich