As many consumers in emerging markets become wealthier, they are demanding more and more automobiles. Goodyear stands to profit enormously from this trend by providing tires for these new markets. Due to management's decision early in the decade to aggressively pursue growth in developing economies, net sales for emerging markets increased 15% in 2007.
GT recently entered agreements with the US military to develop fuel-efficient tires for the army. GT announced that it is the exclusive developer of these fuel-effcient military tires, dubbed the Fuel Efficient Ground Vehicle Demonstrator (FED) program. The FED program, launched in late-2008 by the U.S. Army's Tank Automotive Research, Development and Engineering Center (TARDEC). This project is sure to help GT diversify its consumer base, as well as increase the concentration of US sales which have recently given way to sales in the volatile emerging markets.