GM names 5 tire makers with Supplier of Year honor; Here's where they stand in the N.A. P/LT OE market

SAN ANTONIO—For the world's largest tire makers, the original equipment market matters.

Especially in North America.

For growth. For innovation. For balance.

And for each of those tire makers, it's not just about securing more OE fitments. It's about building relationships with auto makers—the kind of relationships that demonstrate the depth of your innovation, take your capabilities further and prove just how reliable you can be—with supply chain management and sustainability strides.

Those were exactly the kinds of things that General Motors Co. celebrated with its 31st annual Supplier of the Year awards, announced during a ceremony in San Antonio.

"We are thrilled to recognize these outstanding suppliers after yet another challenging year in the automotive industry," Jeff Morrison, GM vice president of global purchasing and supply chain, said in a statement. "They overcame countless obstacles and exemplified what it means to be resilient, resourceful and determined. Beyond that, these suppliers demonstrated their commitment to sustainable innovation and to driving advanced solutions in collaboration with the GM team."

Here's a look at 5 tire makers taking home the coveted distinction and a look where they stand in the overall North American OE market.

The North American market is one of the most important for Michelin, globally. And with P/LT OE demand up 10 percent in both North and Central America last year, things are trending in the right direction.

Especially given that Michelin holds an estimated 21 percent of the P/LT OE North American market share—that is throughout the U.S., Canada and Mexico. It is the second-largest market share according to Tire Business estimates.

And it is a market share that Michelin looks to maintain and grow, especially as the auto industry continues its rapid transition toward new mobility. In fact, Michelin is investing hundreds of millions in its North American operations to meet growing demand for its tires—P/LT and beyond.

So for Michelin, all of that good news also comes with confidence in knowing that its partnerships with its OE customers remain strong. Strong enough to earn GM's Supplier of the Year award for the seventh consecutive year.

During that time, the tire maker has provided fitments on such GM brands as Buick, Cadillac, Chevrolet and GMC.

Tire Business, in its Market Data Book, estimates that Michelin accounts for between 10 and 25 percent of all GM's North American P/LT tire fitments.

And for Michelin, the relationship with General Motors runs deep, particularly when it comes to innovation.

General Motors, for instance, has been a critical partner for Michelin as it works to bring its next generation of nonpneumatic tires to the market—namely Uptis.

Michelin, in 2019, heralded its partnership with GM in the development of an airless tire for passenger cars and, through at least early last year, continued to emphasize that it hoped to see Uptis—or a tire like Uptis—as a fitment on GM models within the coming few years.

Uptis, meanwhile, is making strides, particularly in the last-mile delivery space.

Perhaps the Goodyear brand is most synonymous with racing. But the technology and innovation that pushes the limits of NASCAR is exactly the same kind of innovation that gives consumers safe, comfortable rides.

GM, for one, is an auto maker that is proud to use Goodyear fitments, indicating as much with the 2022 Supplier of the Year honor. This is at least the sixth time Goodyear has earned the distinction.

And it turns out, that's a pretty important one.

According to Tire Business, Goodyear holds the largest share of the North American original equipment market, accounting for about 23 percent of the total P/LT OE fitment share.

And Goodyear is one of the go-to fitment brands for General Motors, too, holding at least 25 percent of the P/LT OE fitment share for the auto maker in the U.S., Canada and Mexico.

Goodyear's relationship with GM is a storied one, dating back more than 100 years. The tire maker has provided fitments for some of the auto maker's most iconic and best-selling models, including the Chevy Camaro, Chevy Silverado and GMC Sierra.

For Bridgestone Corp.—and Bridgestone Americas—the eighth time is also the charm.

Yes, the tire maker took home GM's Supplier of the Year award for the eighth consecutive time, but it has earned the honor at least 21 times, thanks to its continued innovations and commitments to its partnerships.

"Our passion for innovation and partnership is pivotal to our success," David Colletti, Bridgestone Americas Tire Operations' president of consumer original equipment tires for North America, said in a statement. "This award celebrates our teammates for their commitment in delivering the best products and solutions to our customers. We are honored to be recognized by our longtime partner GM and look forward to many more years of delivering inventive technologies."

It's an honor the tire maker is proud to hold. Because for Bridgestone, particularly, the relationship with General Motors is an important one. Especially in North America.

According to Tire Business estimates, Bridgestone/Firestone-branded tires are among the most popular fitments for GM vehicles in North America, accounting for at least 25 percent of the auto maker's OE choices.

When all North American vehicle manufacturers are considered, Bridgestone holds about 17 percent of the continent's OE market share for P/LT tires.

When it comes to proving just how valuable a partner it can be, Hankook has done that again and again.

And again …

With the 2022 Supplier of the Year honor, Hankook has taken home the distinction for the seventh consecutive year. It's a feat the tire maker credits to its relentless pursuit of performance—both through its tires and its partnerships.

"Strong partnerships are what drive our business, and we are immensely grateful for our partnership with GM," said Eric Shirley, vice president of North America OE Sales of Hankook Tire. "This recognition as a GM top-performing supplier is a testament to our unwavering dedication to deliver superior quality tires that not only enhance vehicle performance but also meet and exceed our customers' expectations."

Hankook, certainly, is committed to the North American market. It's vision, of course, is to grow its market share across all segments—both OE and replacement—and it aims to do so by demonstrating the depth of its innovation.

Then again, it's not just about proving your innovation. It's about investing in your vision. And the tire maker is doing that, too. It's putting $1.6 billion into its Clarksville, Tenn., factory to double output of P/LT tires.

Hankook, in North America holds about 7.5 percent of the total P/LT OE tire fitments, according to Tire Business. The tire maker accounts for around 10 percent or so of GM's North American fitments.

When it comes to ensuring high-quality products—and doing so with a reliable reputation—Maxxis International is among GM's best.

It's why the time maker was named a 2022 Supplier of Year, earning the distinction for the seventh time.

What's most impressive about this honor, Maxxis said last year when it received the award for the sixth time, is maintaining quality and reliability through uncertainties caused by supply chain woes and other geopolitical factors.

"We are incredibly honored to receive this award. This recognition is especially meaningful in light of the challenges that Maxxis, GM and, indeed, every company in the auto industry has faced over the past two years," Andy Lee, Maxxis International USA vice president of operations, said in March 2022. "… Everyone at Maxxis is grateful for our relationship with GM, and we look forward to working with them as conditions for our industry improve."

As it turns out, it is not just GM that Maxxis is impressing.

The tire maker garnered praise at the 2022 Specialty Equipment Market Association show in Las Vegas, winning the best new tire product distinction for one of its latest EV rollouts.