Goodyear is clamping down on importers who bring cheaper versions of its tyres into the UK from abroad.
The company is targeting imports from hotter regions, chiefly Malaysia, saying the tyres are manufactured differently and won't offer as much grip as those made specifically for Europe.
Goodyear estimates that as many as 10% of its tyres sold in the UK each year could offer compromised performance in this way, and says it receives hundred of complaints each year.
It says it will also tighten up the way it marks its tyres, so that motorists can be sure they're getting a product which is optimised for the UK's climate. Currently, tyres with different rubber compounds for hotter regions are still stamped with an 'E', even though they're not designed or officially destined for the European market.
Goodyear is using the landmark Tesco versus Levi ruling, in which the jeans manufacturer prevented the supermarket chain from selling cut-price clothing imported from outside the UK.
This ruling has already also been used by Mitsubishi to successfully prevent the imports of its new L200 from Thailand.
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