goodyear engineered products communications guide for ... · pdf filegoodyear engineered...

G O O D Y E A R E N G I N E E R E D P R O D U C T SC O M M U N I C A T I O N S G U I D E

F O R B U S I N E S S P A R T N E R S I N E U R O P E ,M I D D L E E A S T & A F R I C A R E G I O N

January 2009

E N G I N E E R E D P R O D U C T S

E N G I N E E R E D P R O D U C T S C O M M U N I C A T I O N S G U I D E

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PLEASE NOTE: All uses of the Veyance name and logo must be reviewed and approved

by the company. The “Veyance Technologies, Inc.” name and logo are for Veyance

corporate purposes only. The Veyance name and/or logo should not be used by

business partners for any purpose in the marketplace without explicit company

approval. If you believe you have a unique instance that requires the Veyance or

Goodyear Engineered Products name and/or logo, please contact:

Veyance Technologies Europe, d.o.o.

Corporate Communications

[email protected]

For additional information, please see page 16 of this booklet.

IMPORTANT


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Welcome to the Veyance Technologies, Inc. Communications Guide for Business Partners.

With the sale of Goodyear’s Engineered Products Division to The Carlyle Group in the summer of 2007 and

the subsequent creation of Veyance Technologies, Inc., this guide has been developed to clearly outline the

requirements of the Trademark Agreement between Veyance Technologies, Inc. and The Goodyear Tire & Rubber

Company and your responsibility as a sub licensee of Goodyear trademarks. This guide is to be used in an effort to

assure uniform brand identity and improve our communications and messaging with you and our mutual customers.

Why Brand Uniformity is Essential.

In the past, our customers have known our company only as Goodyear Engineered Products. Today we have to

clearly define the lineage of both Goodyear Engineered Products and Veyance Technologies, Inc. It is up to us to

lead this customer messaging and brand uniformity as it is vital to our joint success.

Veyance Technologies, Inc. is our company’s legal name. The business of our company today is to manufacture

and sell products and services that are branded Goodyear Engineered Products. The brand we are to promote in

the marketplace is Goodyear Engineered Products.

The pages contained here provide the “rules of the road” for uniformly delivering this message. This book does

not contain the actual “route” we must take. It is up to you to determine how best to serve your Customers.

Even though each may take different routes we must all follow the same rules.

Who Will Benefit from these Communication Guidelines?

The target audience for this guide is you, the Goodyear Engineered Products Distributor or Business Partner and,

ultimately, your customers who purchase Goodyear Engineered Products.

Where to Direct Questions.

These guidelines are part of a continuing program to help clarify and unify the customer messaging efforts of

Veyance Technologies, Inc. as it pertains to Goodyear Engineered Products. Although we show as many examples

as possible, correct usage is ultimately the user’s responsibility. If you have any questions about anything in this

guidebook or need assistance, please contact:

Thank you for your assistance in helping us maintain a strong, consistent branding presence in the marketplace.



[email protected]


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T A B L E O F C O N T E N T S

The Trademarks • Introduction ..............................................................2

• Licensed and Assigned Trademarks and disclaimers .....5

Goodyear Engineered Products Brand Identity

• Approved Colors ........................................................7

• Approved Typography .................................................8

• Approved Logos .........................................................9

• Logo Size and Proportions .......................................10

• Incorrect Logo Usage ...............................................11

• Usage of the Winged Foot Symbol .............................15

Veyance Technologies, Inc. Brand Identity • Veyance Logo Restrictions ........................................16

• Approved Colors ......................................................17

• Veyance Logo ..........................................................18

Advertising • Advertisement (full page) .........................................19

Apparel Guidelines • Apparel ..................................................................21

Point of Purchase • Posters ...................................................................22

• Advertisement (two-page spread) ..............................20


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The Trademark Agreement between Veyance Technologies, Inc. and The Goodyear Tire & Rubber Company clearly

states that it is the Distributor’s responsibility as a sub licensee of Goodyear trademarks to add disclaimers to all

communications that mention any or all of the 21 trademarks owned by the The Goodyear Tire & Rubber Company.

The Trademark Agreement divides all the trademarks Goodyear Engineered Products has been using into two categories:

LICENSED – meaning that The Goodyear Tire & Rubber Co. retains rights and own them.

ASSIGNED – meaning that all rights of ownership are transferred to and owned by Veyance Technologies, Inc.

Licensed trademarks require disclaimers stating that The Goodyear Tire & Rubber Company owns particular trademarks. The licensed trademarks that require the use of disclaimers are as follows:

All other trademarks, such and Plylon Plus, Gorilla and Falcon, are assigned to Veyance Technologies, Inc.

Distributor Disclaimer Selection and Usage

The disclaimer protects your company and ours. Using the disclaimer is a requirement of The Goodyear Tire

& Rubber Company and one that will be actively monitored and enforced. The disclaimer does not need to be

prominent, just readable. So we ask distributors to use this disclaimer on all external communications.

Suggestions for disclaimer usage:

• Ads (at the bottom)

• Single page spec sheets and price sheets (at the bottom)

• Multiple page brochures and spec sheets (back page at the bottom or last page of the Goodyear EP section)

• Catalogs (back page at the bottom or last page of the Goodyear EP section)

• Line cards (at the bottom)

• Billboards (at the bottom)

• Website (at the bottom of the main page where Goodyear Engineered Products first appear)

• Tradeshow panels (at the bottom)

• Banners and posters (at the bottom)

Compass

Conquest

Contender

Eagle, Eagle Pd

Explorer

Flexsteel

Flexten

Gatorback

Gemini

Goodyear

GY Metric

Hi-Miler

Horizon

Marathon

Omega

Super Hi-Miler

Thor

Ultra-Grip

Wingfoot

Xtra-Grip

Yukon


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There are three variations on our disclaimer. The product content of your communications will determine which

you should use.

If none of the products on the Licensed Trademarks list above are mentioned in copy or visually referenced, use

Disclaimer 1. If only one product from the list is named in copy or shown visually, use Disclaimer 2. When multiple

products are used from the list, use Disclaimer 3. NOTE: The product mentioned in Disclaimers 2 and 3 are for example only. You will need to replace them accordingly based on the Licensed trademarks list with the products that actually appear in your communications.

Goodyear Disclaimer – For all communications referring to Goodyear Engineered Products

The GOODYEAR (and Winged Foot Design) trademark is used by Veyance Technologies, Inc. under license from

The Goodyear Tire & Rubber Company. Goodyear Engineered Products are manufactured and sourced exclusively

by Veyance Technologies, Inc. or its affiliates. ©2008 Veyance Technologies, Inc. All Rights Reserved.

Single Product Disclaimer – For communications referring to Goodyear EP and one licensed product from the list above



by Veyance Technologies, Inc. or its affiliates. The Eagle Pd trademark is licensed to Veyance Technologies, Inc.

by The Goodyear Tire & Rubber Company. ©2008 Veyance Technologies, Inc. All Rights Reserved.

Multiple Product Disclaimer - For communications referring to Goodyear EP and two or more licensed products from the list above



by Veyance Technologies, Inc. or its affiliates. The following trademarks are licensed to Veyance Technologies, Inc.

by The Goodyear Tire & Rubber Company, including Flexten, Gatorback, Hi-Miler and Super Hi-Miler.

©2008 Veyance Technologies, Inc. All Rights Reserved.

For questions please contact: [email protected] (see page 2 for contact information).


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Goodyear BluePantone 280

4-color build is: C 100% M 72% Y 0% K 18%

Goodyear YellowPantone 109


Goodyear BlackSolid Black



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TYPOGRAPHY

Weiss and Trade Gothic are the two approved fonts for usage in Goodyear Engineered Products materials.

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Weiss

Trade Gothic

abcdefghi jk lmnopqrstuvwxyzWeiss Regular - lowercase

ABCDEFGHIJKLMNOPQRSTUVWXYZWeiss Regular - caps

abcdefghi jk lmnopqrstuvwxyzWeiss Bold - lowercase

ABCDEFGHIJKLMNOPQRSTUVWXYZWeiss Bold - caps

abcde fgh i j k lmnopqr s tuvwxyzWeiss Italic - lowercase

ABCDEFGHIJKLMNOPQRSTUVWXYZWeiss Italic - caps

abcdefghijklmnopqrstuvwxyzTrade Gothic Regular - lowercase

ABCDEFGHIjk LMNOPq RSTUVWx YzTrade Gothic Regular - caps

abcdefghi jklmnopqrstuvwxyzTrade Gothic Bold - lowercase

ABCDEFGHIJKLMNOPQRSTUVWXYZTrade Gothic Bold - caps

abcdefghijklmnopqrstuvwxyzTrade Gothic Oblique - lowercase

ABCDEFGHIJKLMNOPQRSTUVWXYZTrade Gothic Oblique - caps


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Here are the approved versions of, and guidelines for, the Goodyear and Goodyear Engineered Products logos.

• Use the dimensional logo whenever possible.

• Do not change or alter logo elements in any way, including the Winged Foot symbol, typeface,

letter spacing and tagline.

• These logos must be used when promoting anything manufactured by Goodyear Engineered Products (e.g.,

labeling, packaging and marketing materials) or communicating anything associated with Goodyear

Engineered Products.

• However, on the manufactured products themselves, the Goodyear logos may be used without the

Goodyear product modifier (i.e., omit “Engineered Products”).

PMS 109 Yellow LOGO USAGE

Only for use in 1- or 2- color applications where the logo will appear

on a dark background. DO NOT use the Yellow logo exactly as you

see it here, with the dark background around it; this image is for

demonstration purposes only.

BLACK AND WHITE LOGO USAGE

Only for use in 1-color applications. Either Black or reversed out on

a dark background.

*When using the Goodyear Engineered Products logo, please reference permitted use from the Trademark License Agreement.

USAGEThe dimensional logo should only be used on white or one-colored backgrounds.

NON-DIMENSIONAL LOGO4-color (CMYk ) or 3-color (PMS 280-Blue, PMS 109-Yellow, Black)

DIMENSIONAL LOGO4-color (CMYk ) only

*

PMS 280-Blue (outlines)PMS 109-Yellow

Solid Black

*


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NSAlways maintain clear space around the logo.

DO NOT change the proportions of the Winged Foot to the letterforms or the spacing of the letterforms themselves.

Always maintain the size and proportion of the Engineered Products name in relation to the Goodyear logo.

When promoting any Goodyear Engineered Product, this logo must be used.

DIMENSIONAL NON-DIMENSIONAL

1/8th logo width

The minimum size when using the dimensional

logo is 2". If a smaller logo is required, use the

flat color version, NOT the dimensional.

Use of the non-dimensional logo with a flat

blue border in place of the dimensional logo is

also acceptable. 2" minimum.

The minimum logo size when using the flat logo in flat yellow or black and white is 1 inch.

A yellow logo should always be used on a dark background.

50,8 mm (2”)

25,4 mm (1”) 25,4 mm (1”)

50,8 mm (2”)


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Except in permanent signage, DO NOT create a

box or a shape to contain the logo.

DO NOT bend or curve the logo except when

required in product branding (i.e. A curved logo

on the side wall of a tire).

DO NOT stack the logo.

DO NOT tilt the logo.


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DO NOT change the color of the logo.

DO NOT use the letter forms without the

Winged Foot.

DO NOT use the logo in a sentence or phrase.

DO NOT add to the logo. (i.e. drop shadow).

Hose

Buy

HH


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DO NOT use the logo or Winged Foot to make

a pattern, except when otherwise approved by

Goodyear Engineered Products.

DO NOT use logo on a background that

interferes with the readability of the logo.

DO NOT use the logo in a subordinate position to

a sub-brand.

DO NOT allow logo to overlap an illustration

or copy.


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DO NOT use the logo without

“Engineered Products” line.

“Goodyear” logo instead of

“Goodyear Engineered Products”

is permitted to use ONLY on

our physical products.

Please see page 16 for

additional information.


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USAGE OF THE WINGED FOOT SYMBOL

The Winged Foot has been a part of the Goodyear culture for more than 100 years, and it may be used as follows:

• The Winged Foot must appear within the entire Goodyear Engineered Products logo. The only time it may be

used by itself is if it has already appeared within the entire logo in the same piece.

For example, if the Winged Foot is seen as part of the entire Goodyear Engineered Products logo on the front of a brochure, it is permissible to use the Winged Foot by itself on the inside of the brochure, as long as copy or other visual clearly indicates that the message is from the Goodyear Engineered Products brand.

• If you’re unsure about the correct use of the symbol versus the entire logo, use the entire logo.

• Treatment of the Winged Foot symbol must adhere to the same color, size and proportions as set for the Goodyear

logo in this guide.

3D GOODYEAR WINGED FOOT

USE OF THE NON-DIMENSIONAL

WINGED FOOT WITH A FLAT

BLUE BORDER IN PLACE OF

THE DIMENSIONAL BORDER IS

ALSO ACCEPTABLE

FLAT GOODYEAR WINGED FOOT

FOR USE WHEN LOGO IS

LESS THAN .5" WIDE

FLAT GOODYEAR WINGED FOOT

CAN ALSO BE USED IN BLACk

OR REVERSED OUT IN WHITE


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USE OF GOODYEAR ENGINEERED PRODUCTS AND VEYANCE TECHNOLOGIES, INC. LOGOS IN THE MARKETPLACE

As there is significant brand equity in “Goodyear,” it’s very important that busines partners continue to use the

Goodyear name in the marketplace. The only change being that we must refer to our company, products and

branded services as "Goodyear Engineered Products" per our license agreement with The Goodyear Tire

& Rubber Company. This applies to all written (print and digital including the Internet) and verbal communications.

The “Veyance Technologies, Inc.” name and logo are for Veyance corporate purposes only. The Veyance name and/

or logo should not be used by distributors for any purpose in the marketplace without explicit company approval.

If you believe you have a unique instance that requires the Veyance name and/or logo, please contact regional

headquarters in Kranj. Contact information can be found below.

Goodyear Engineered Products should be the reference to our products in ALL instances and follow the guidelines

within this booklet.

Under our current license agreement, we are permitted to use "Goodyear" instead of "Goodyear Engineered

Products" only on our physical products. We will manage those branding standards.

When using the Goodyear Engineered Products logo in any of your communications, it is a requirement of The

Goodyear Tire & Rubber Company that you include a disclaimer. See page 5 for disclaimer selection and usage.

There are also examples of where the disclaimer should be used on various types of communications. Feel free to

look at existing samples of Goodyear Engineered Products literature to see how we do it.

VEYANCE APPROVAL PROCESS

All uses of the Veyance and Goodyear Engineered Products name and logo must be reviewed and approved

by the company. Should you have instance that you believe requires a reference to Veyance Technologies, Inc,

please contact [email protected] (see page 2 for contact information).

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Thank you for your assistance in helping us maintain a strong, consistent branding presence in the marketplace.


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Veyance BluePantone 280


Veyance CyanSolid Cyan



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Here are the approved versions of, and guidelines for, the Veyance Technologies, Inc. logos.

• DO NOT change or alter logo elements in any way including typeface and letter spacing.

• The logo should be printed 2-color, black, or reversed to white on dark backgrounds.

In communications to Goodyear Engineered Products customers, the Veyance Technologies, Inc. logo should never

appear without the Goodyear Engineered Products logo. Specific usage of this logo is detailed in this document.

When used in conjunction with the Goodyear Engineered Products logo, the size of the Veyance Technologies, Inc.

logo should always be slightly smaller than the size of the “Engineered Products” line in the Goodyear Engineered

Products logo.

To access Goodyear Engineered Products or Veyance logos go to www.goodyearep.com/ImageGallery.aspx

As a rule of thumb, the width of the Veyance Technologies, Inc. logo

should be the same as the width between the “i” in “Engineered”

and the “u” in “Products” in the Goodyear Engineered Products logo.

NOTE: The Veyance Technologies, Inc. logo does not always need to be positioned directly beneath

the Goodyear Engineered Products logo. Please refer to this Communications Guide for proper

Veyance Technologies, Inc. logo usage since it will vary depending on type of communication.

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Solid Cyan PMS 280-Blue

PMS 280-Blue (shadow) PMS 280-Blue @ 70%

The minimum size for the

Veyance Technologies, Inc. logo

is 25,4 mm (1”).

For assistance regarding usage of the Veyance Technologies, Inc. logo, please contact:



[email protected]

(See page 2 for contact information)

25,4 mm (1”)


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Advertisement (Full-page)

When developing new full-page advertisement, use the following guidelines.

HEADLINE IN

THIS TYPEFACE{ { HEADLINE

FONT: WEISS, ALL CAPS

* Placement of headline

should work together with

product photography.

BODY COPYFONT: WEISS

PRODUCT PHOTOGRAPHY

AS MAIN VISUAL

Ud tem do core tincipit wismod exer ipis dolore tat. Iquam, quam dolummo

dolenis ismolore modoloreet nullandion henibh et ut in ut ilisi erostrud mod

exercipit la faccum nulputat, quat lor alismodolor senit volore tat. Ut euipissit

augiat, conse consendrem ipsustie magnis nonsenim zzriurem dionsectem

vulput vullumsan et, quatum quat augue eu faccummolore exerat ut ut do

dolobore facidunt utatio cor ipsum nim qui bla conse magnisi smolorero

doloborem qui enim ipisit num velit ipit vel iure velessi blan vullum iure conse

con hendit autat. Duisi. Em dolortie tinibh et ad magnim del iriliquat wis nosto

consecte dolutem nit nisi blan esed molore min velis nisim volesenibh enit

duis augait, quatio consectetum elis niam, core et lam vulputpat loreet, quat.

Mod molortio dunt ut velismolenis aliquissed tat luptat. Num eummolent ing

erosto con hent vent acil ullamet, vero et lorerosto od doluptat. Duisi blaor aut

prat laore eugiam inciduisi blan ver sustrud et nim dolor si tat. Iduis augiamc

onsequi psumsandit wis aliscincing euismod olenisi euguerit, vent luptat

volore modiam vel iurem zzril eugait atue dolobortie ver susto od magniam

dolesto doloreet prat wiscincinit nit in hent alit, sim vel ex erosto core dolese

consectem nos alit ipisit adit adiat numsandrer se feugait velestrud euis nullum

quam nit alisi esenim vel dunt lutat ea feuisit ea feuis nullute dolore dolesecte

faccum nisl digna feuguero dolobore mincipit quat dolor el doloborerat. Duis

et adiamco mmodolore modions equatet.

VEYANCE TECHNOLOGIES,INC. LOGO

(REVERSE WHITE)

The GOODYEAR (and Winged Foot Design) trademark is used by Veyance Technologies, Inc. under license from The Goodyear Tire & Rubber Company. Goodyear Engineered Products

are manufactured and sourced exclusively by Veyance Technologies, Inc. or its affiliates. ©2008 Veyance Technologies, Inc. All Rights Reserved.

DISCLAIMER

(SEE OPTIONS ON PAGE 4)

FONT: HELVETICA NEUE

67 MEDIUM CONDENSED

TYPE SIZES ARE BASED ON AN AD SIZE OF 203 x 279 mm (8’ x 11’)

GOODYEAR ENGINEERED PRODUCTS

DIMENSIONAL LOGO

(BLUE BAR APPEARS ON ALL ADVERTISEMENTS)


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HEADLINE IN

THIS TYPEFACE{ {























PRODUCT PHOTOGRAPHY

AS MAIN VISUAL

HEADLINE





Advertisement (Two-page spread)

When developing new two-page spread advertisement, use the following guidelines.

TYPE SIZES ARE BASED ON AN AD SIZE OF 279 x 431 mm (11” x 17”)


(REVERSE WHITE)


DIMENSIONAL LOGO

(BLUE BAR APPEARS ON ALL ADVERTISEMENTS)

DISCLAIMER



67 MEDIUM CONDENSED



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Apparel

When attending or coordinating a Goodyear Engineered Products event, the apparel should reflect the corporate

colors. When ordering Goodyear EP apparel, follow these guidelines.

Shirt Color Options: The following logo colors are recommended for all Goodyear Engineered Products tradeshow

and corporate event apparel.

Apparel Logos: The following logo colors are recommended for all Goodyear Engineered Products tradeshow and

corporate event apparel.

Two-Color Logo: The “Engineered Products” text beneath the yellow Goodyear logo should be black on light

colored shirts and white on dark colored shirts.

One-Color Logos: One-color logos can be used to create contrast between logo and shirt. Or they can be used tone

on tone (for instance, black logo on black shirt). On patterned shirts where readability is an issue, the entire Goodyear

Engineered Products logo should be one color - black, blue, or yellow - to assure contrast from the shirt color/pattern.

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White Pale

Yellow

Lt

Blue

Blue Grey/

Charcoal

Tan/

Khaki

Black

Light Colors Dark Colors

PLACE LOGO ON LEFT

SIDE OF SHIRT

PLACE LOGO ON LEFT

SIDE OF SHIRT

When using the Goodyear logo on

apparel, logo cannot exceed a size of

101 mm (4”) or be smaller than 38 mm (1,5”)

Two-Color Logo One-Color Logos

Goodyear Yellow with

Goodyear Blue outline

Black Goodyear Blue Goodyear Yellow

101 mm (4”) - 38 mm (1,5”)


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Posters

When developing new posters, use the following guidelines. Please note: Most posters are 558x711mm (22x28”)

but may vary in size.

HEADLINE IN

THIS TYPEFACE{ { HEADLINE






PRODUCT PHOTOGRAPHY

AS MAIN VISUAL






















(REVERSE WHITE)



DISCLAIMER



67 MEDIUM CONDENSED


DIMENSIONAL LOGO

(BLUE BAR APPEARS ON ALL POSTERS)

ALL POSTERS SHOULD

HAVE MINIMAL COPY.

(MAIN HEADLINE WITH

3-4 LINES OF BODY COPY)


The GOODYEAR (and Winged Foot Design) trademark is used by Veyance Technologies, Inc. under license from The Goodyear Tire & Rubber Company. Goodyear Engineered Products are manufactured and sourced exclusively by Veyance Technologies, Inc. or its affiliates. The following trademarks are licensed to Veyance Technologies, Inc. by The Goodyear Tire & Rubber Company, including Compass, Conquest, Contender, Eagle, Eagle Pd, Explorer,

Flexsteel, Flexten, Gatorback, Gemini, Goodyear, GY Metric, Hi-Miler, Horizon, Marathon, Omega, Super Hi-Miler, Thor, Ultra-Grip, Wingfoot, Xtra-Grip, Yukon. ©2008 Veyance Technologies, Inc. All Rights Reserved.

Aftermarket Parts - Automotive and Commercial Truck, Conveyor Belt - Heavyweight and Lightweight, Home and Garden, Hydraulics, Industrial Hose, Power Transmission Products, Powersports, Rubber Track

www.goodyearep.eu

V e y a n c e T e c h n o l o g i e s E u r o p e , d . o . o .

Š k o f j e l o š k a c . 6

4 0 0 0 K r a n j

S l o v e n i j a

w w w . g o o d y e a r e p . e u

i n f o _ e u r o p e @ v e y a n c e . c o m

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