Richard Krawmer
Analyst · Goldman Sachs
Brett, I think you have a couple of things going on there. One, I mean you are correct, with a white winter, excuse me -- we, as well as the industry, would, no doubt, sell more tires, I think from our -- from a high we're down, I think, well over 20% from where a "white winter" would have industry volumes. So definitely that would be an increase to our volume. And our share in there, our tires, our products in there performed very well. So that certainly would help us in a significant way. I'll also remind you because we haven't had one of these in the while, there is a sell-in season that's going on now for winter tires, and we feel again pretty good about that because the channels are not as full as they have been in the past. But you also have a situation where you are making those tires early. So as we said, we're planning for a green winter, we're not planning for a white winter, that's for inventory and cost purposes. But we are keeping the ability and the flexibility to try to make more of those tires should we get into a white winter and be able to catch up those. So that's part of our strategy. I would say, the second thing, just in general on EMEA volumes, what you're also seeing there is sort of an intentional mix shift toward us not just going volume for volume but looking at how we concentrate on HVA tires in both the OE and the replacement markets as well as in certain geographic markets and by also doing that and making investments to do that, we are also then not pursuing aggressively, not volume-for-volume's sake, some low-end tires that are just not a place where the Goodyear Dunlop brands can add value and where our value proposition doesn't play well . We see in Europe, just like we used to see in the U.S. and still do in some cases, sort of 4 tires for $99, you see those same type of offerings in certain parts of Europe. That's not where we are going to play and it's not that where we can deliver the value that our investors -- excuse me, would expect from us. So that's playing into it as well.