Dunlop Tires: the comeback brand nobody should ignore

Dunlop is one of those names that feels older than the industry itself—because in a way, it is. Yet depending on what country you’re in (and what decade you’re talking about), “Dunlop” has meant different owners, different strategies, and very different product focus.

So let’s do this the useful way: where Dunlop came from, who owns it now, what they’re bringing back to market, and whether Dunlop can realistically swing at Tier 1 heavyweights like Michelin and Pirelli.

1) A quick history: Dunlop helped define what a “tire” even is

Dunlop’s origin story is one of the most repeated in the tire world—and for once, it’s not marketing fluff.

In 1888, John Boyd Dunlop developed a practical pneumatic (air-filled) tire concept after watching his son struggle over rough ground on solid tires—an innovation that became foundational for modern tire development. 

That early “pneumatic tire” legacy is why Dunlop still carries brand equity today. Even if most drivers can’t tell you what’s on their car, the name Dunlop registers as “real tire brand,” not a pop-up private label.

2) The ownership story: why Dunlop has felt “inconsistent” for years

If Dunlop has ever seemed like it drifted in and out of relevance, a lot of that comes down to ownership complexity.

The Goodyear–Sumitomo era (global alliance years)

Goodyear and Sumitomo Rubber Industries (SRI) operated a global alliance that included joint ventures across regions. Goodyear’s own disclosures describe the alliance structure and Dunlop brand rights in North America/Europe during that period. 

2015: the alliance ends (Dunlop stays with Goodyear in key markets)

In 2015, Goodyear announced it had reached an agreement with SRI to dissolve the alliance, and it would retain rights to sell Dunlop-brand tires in certain markets (details varied by geography and segment). 

2025: the big change — Dunlop rights sold back to Sumitomo

This is the headline that matters for “today Dunlop.”

In January 2025, Goodyear announced the sale of the Dunlop brand (and associated trademarks) in Europe, North America, and Oceania to Sumitomo Rubber Industries, with gross cash proceeds reported around $701 million. 

Sumitomo’s own release also confirms the purchase agreement and the strategic focus on Dunlop as it regains key rights in those regions. 

Why this matters: for the first time in a long time, Dunlop’s direction gets simpler. One major global tire maker (SRI) can now push Dunlop as a coherent global passenger-car brand again, instead of a “sometimes-brand” that changes by market.

3) The “most recent tire they’re bringing back to market”

When people say “Dunlop is coming back,” what they’re really talking about is Dunlop returning as a primary brand strategy—especially in markets where it’s been quieter or inconsistently supported.

Sumitomo’s published business materials state that, after acquiring Dunlop trademark rights in Europe, the U.S., and Oceania, the company plans to gradually introduce Dunlop products with a focus on the premium SPORT MAXX series, starting with the U.S. and Oceania markets. 

So if you want the clean takeaway:

The “bring back” is the premium Dunlop SPORT MAXX family re-entering / re-expanding in the U.S. and Oceania under Sumitomo’s control. 

What about brand-new product launches?

Dunlop has also been actively refreshing its all-season and winter lineup in Europe:

• Dunlop All Season 2 launched with supply beginning in early 2024 and expanding across 2024.  
• Dunlop Winter was announced in 2025 as part of a streamlined range alongside All Season 2.  

And if you’re thinking like a dealer: this is a signal that Dunlop isn’t just “alive”—it’s actively being managed and simplified into a tighter lineup.

4) Can Dunlop compete with Michelin or Pirelli?

Let’s separate this into product reality and brand reality.

Product reality: Dunlop absolutely can run with the big dogs in specific categories

Independent testing and market performance signals suggest Dunlop still knows how to build competitive tires—especially in winter and all-season value/performance balance.

For example, the Dunlop Winter Response 2 shows extremely strong braking-test performance in 2025 Autobild results (noting it’s a braking-focused test format). 

All Season 2 shows a “value and wear” strength profile in 2025 AutoBild all-season testing summaries (again: one test, one methodology, but still a relevant data point). 

Also, Sumitomo is openly positioning Dunlop upward: in its investor materials, SRI describes Dunlop as gaining a “premium position” and ties that to technology direction (including “active tread” messaging in strategy documents). 

Translation: On engineering and category performance, Dunlop can compete model-for-model in certain segments.

Brand reality: Michelin and Pirelli still win on “default consumer trust”

Even when Dunlop has a strong product, Michelin/Pirelli have advantages that are hard to beat overnight:

• broader premium OE fitment perception (what customers see on new cars)
• stronger retail pull and “I’ve heard of it” confidence
• deeper premium storytelling consistency over decades

That doesn’t mean Dunlop can’t compete—it means Dunlop usually wins when the sell is positioned correctly:

Dunlop wins when you sell it as “premium performance at a smarter spend,” not as “cheap alternative.”

That’s especially true if SPORT MAXX becomes the face of the brand again in the U.S. 

5) What this means for tire dealers (the practical angle)

If Dunlop truly ramps under Sumitomo control, here’s the opportunity:

• Use Dunlop as a “Step-Up Premium”: the customer who won’t buy Pirelli/Michelin pricing, but doesn’t want entry-level no-names either.
• Anchor on a simple lineup: SPORT MAXX for performance-oriented drivers; All Season / Winter lines for mainstream buyers (region-dependent).  
• Win with proof, not hype: keep 1–2 test snippets ready (braking, wear/value) and pair it with a clean warranty + value story.  

Final verdict

Dunlop isn’t “trying” to come back—it’s being rebuilt intentionally now that Sumitomo has regained major trademark rights in Europe, North America, and Oceania. 

Can it compete with Michelin or Pirelli?

• On brand power: not yet, not broadly.
• On product in the right segments: yes—and that’s exactly where a smart dealer can make money.