With the new model Blue Reponse TG is out in the market, the old model LM705 product is coming to an end.
From LM703, LM704, then to LM705. Why not LM706?
The history of “LM”
LM705 is actually known as Le Mans V (LM704 aka Le Mans IV). In Japan, LM705 tire name is imprinted as Le Mans V. It is equipped with acoustic cotton inside even for small size like R15. (This tire cannot be found in Asia market such as Hong Kong)
I got to know this tire “Le Mans V” (not LM705) through customers who purchase parallel imported Japanese vehicles.
Le Mans is actually a place in France where Dunlop made an advertisement landmark at Circuit de la Sarthe, known as Dunlop Bridge. Click here to check out the 24hr Le Mans.
The history of Dunlop
Goodyear and Sumitomo Rubber owned “Dunlop” tire brand in the past. Since the end of cooperation, Dunlop brand was separated owned by different regions. At the end of year 2025, Goodyear finally sold and passed over Dunlop Tire brand (in Western market) to Sumitomo.
At the same time, the Dunlop Bridge is taken down and rebuilt as Goodyear Bridge (sponsored by Goodyear).
Check out the Dunlop Bridge here at 24h Le Mans website
Renaming of Dunlop Le Mans Tire
Since Dunlop Tire is no longer sponsoring the circuit, it won’t be using the famous name “Le Mans” in its Tire series. The renaming takes place exactly all at the same time with Dunlop Tire releases new tire model: Blue Reponse TG, Dunlop brand solely owned by Sumitomo, and Goodyear taking over the sponsorship at Le Mans.
Blue Reponse TG
LM705
Dunlop market positioning (and Falken?)
The release of Dunlop Sport Maxx 060+ and Falken FK520L have made me wondered, what’s Sumitomo planning in positioning these two brands. These two ultra high performance tires both receive very good feedback from customers in terms of dry and wet performance. Why it manufactures the same top models to compete oneself?
Dunlop is actually a well-known premium brand in Western market. After the acquisition, Sumitomo announces to position Dunlop tire as a global tire, rolling out R.I.S.E. 2035 strategy. Dunlop has spent a gargantuan sum of money on different marketing such as Driving Simulator “Gran Turismo™ 7. Marketing One Dunlop.
A new brand statement: Taking You Beyond
The change of market
Dunlop tire and Falken tire were sold by two separate suppliers (sole agent) in Hong Kong market before the acquisition. I once asked them why Sumitomo issues two separate licensing to compete the same mother company. Of course, there is no answer to my question. But things seem too coincident starting from the year 2025.
i. Goodyear and Sumitomo made an announcement on acquisition of Dunlop Tire brand in the early year 2025.
ii. Hong Kong Falken sole agent announced that it has stopped being the supplier of the Falken brand in September 2025.
iii. Falken is now under Dunlop tire brand. (e.g. Falken Tyre Europe GmbH is now Dunlop Tyre Europe GmbH, and Falken Tire is sold by Dunlop in China market.)
With Sumitomo focusing on Dunlop tire brand on a global brand, Falken becomes regional focus, and might become less popular in the long run. Yet, the price of Falken tire is still a bit more expensive than Dunlop tire (in HK market). It is hard to wonder how Falken tire, as well as Sumitomo tire itself, still position in the market.
Little on Business Knowledge – Market Strategy
Most consumers are generally not interested in the market strategies of large companies (especially in the tyre industry). This is because a company’s slogan, positioning, and strategy mainly have a significant impact on internal projects. All projects (including product development, marketing, and operations) must align with the company’s defined strategy (mission and vision).
However, from a third-party perspective (the consumer), looking at a company’s positioning direction is actually a way to understand the company. For consumers who have never used that brand before, it makes it easier to judge whether the brand is suitable for them.
Looking for R16 and below tire recommendation? -> Check this article out
Looking for R17 and above instead? -> Click here
Wanna to know more about EV Tire vs Normal Tire? -> Redirect here
