Goodyear, a leading tyre and rubber manufacturing company, has announced Jean-Denis Perche as the new general manager for the Middle East and Africa region.

Perche is expected to strengthen existing relationships, build on the technical experience that exists within the region and a keen understanding of the diversity that permeates the Middle East and Africa.

Perche said: “This is a strong, emerging market where you need to tailor your approach to sales and product from country to country. So many companies do not appreciate the diversity of the region; the way you look at UAE needs to be different than Saudi Arabia and even more so when you travel further to the likes of Morocco, Egypt and Ghana.

“We’re selling an integral component of a vehicle to drivers all over the world and to be the best at what you do, you have to understand your customer.”

Perche started his career in Germany in 1996 at Euromaster as marketing manager. In 1998 he took over the marketing director role before moving to join Dunlop in 2002 as pricing and business intelligence manager in Germany. In 2004 he came back to Goodyear Dunlop Tyres France as brand manager Dunlop. He then took over the marketing director position in 2007 before moving on to head the Consumer Tyres Division in April 2010 until his recent move to the MEA region. – TradeArabia News Service