The Treadmill of Debt: Goodyear's Sisyphean Struggle The tire industry has long been marked by two conflicting narratives: innovation and progress on one hand, and rusting assets and dwindling relevance on the other.
For Goodyear Tire & Rubber Company, the latter narrative seems to be gaining traction.
Despite its "Goodyear Forward" turnaround plan, the company finds itself stuck in neutral, burning through cash at an alarming rate while struggling to meet key financial targets.