MIAMI LAKES, Fla.—Auto service providers and do-it-yourselfers will soon be seeing Goodyear-brand power transmission belts again, thanks to a licensing deal with a Florida brand-licensing enterprise.
The deal with Miami Lakes-based Adventry Corp. marks the return of the Goodyear brand in this field 13 years after it exited the sector when it sold its industrial products business to venture capital firm Carlyle Group.
Goodyear and Adventry established a "licensee collaboration" in late 2020 that's overseeing the launch of the Goodyear-branded power transmission belt portfolio, which encompasses both transportation and industrial applications globally.
Adventry, with input from Goodyear, is sourcing production of the belts from "multiple global tier 1 rubber manufacturers," although the business partners declined to identify any of the suppliers or the products' country or countries of origin.
Goodyear provides the contractual framework and statements of quality that Adventry uses, and it evaluates all product lines, standards and testing.
"We are thrilled to collaborate with such an iconic brand as Goodyear," Adventry CEO Tara Cevallos said. "Customers expect a great product and that is what we will deliver, along with our outstanding service. We truly strive to put the customer first in everything that we do.
"We are honored to be part of the incredible Goodyear heritage as we forge new relationships and product innovations."
Jorge Gomariz, chairman and founder of Adventry, added: "We are honored to be part of the incredible Goodyear heritage as we forge new relationships and product innovations."
Adventry is bringing the product range to market through the independent distribution channel, targeting both the commercial trade and end-user sectors.
The firm has set up a dedicated website, goodyearbelts.com, which provides some basics about the range of products available, covering automotive, commercial vehicle, lawn and garden and industrial.