Avon Tyres Unveils Fresh Brand Identity at EICMA 2025
Avon Tyres will make its return to EICMA, the global motorbike trade show in Milan, to showcase a newly launched brand identity under the tagline “Made to be different.” news.goodyear.eu
The rebrand comes after Avon’s integration into the Goodyear Tire & Rubber Company family, and reflects a strategy to emphasise its distinct personality in the motorcycle-tyre space, targeting riders who value independence, style, and performance.
At the show, Avon will highlight four “hero” products aligned to different rider segments: Cobra Chrome for cruiser and custom bikes, Spirit ST for sport-touring, 3D Supersport for hypersport machines, and Roadrider MKII aimed at classic bikes looking for modern technology with retro appeal.
Avon’s renewed range also includes models such as Trekrider, Speedmaster MKII, Safety Mileage, and Streetrunner, offering what the brand describes as its “most comprehensive overview” of its motorcycle tyre portfolio to date.
The Milan event is viewed as a strategic platform for Avon to reinforce its global ambitions in the two-wheeler segment and rebuild its presence after a hiatus from the show floor.
Editor’s View
Avon Tyres’ branding reboot is more than just a new logo, it’s a signal of how legacy tyre brands are repositioning for a changing motorcycle market. With the tagline “Made to be different,” Avon is stepping into rider tribes that value character as much as function. For tyre ecosystem stakeholders, this matters because motorcycle tyres increasingly need to deliver not just grip and longevity but also design credibility, niche fitments, and premium positioning.
As Avon aims to resonate with customers, touring and sport riders globally, component makers, retailers, and markets alike should watch how this brand’s push influences volume, aftermarket dynamics, and brand-driven purchasing behaviour.
