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Sunday, March 30, 2008

Roy Armes: Cooper Tire CEO learning as he leads

Hancock Federal Credit Union
By LOU WILIN

STAFF WRITER

Since Roy Armes became president, Cooper Tire & Rubber Co. has posted profits in four straight quarters.

Before he arrived, the Findlay-based company had a run of seven consecutive quarters of losses.

But Armes does not claim credit for the turnaround.

Asked to rate his performance over his first 15 months on the job, Armes instead discusses the company as a whole.

“It's been a pretty significant improvement so I would rate us pretty high,” Armes said.

“Us” is the operative term for a man who has been learning while he leads. He came to Cooper from a 31-year career at Whirlpool Corp.

“I have probably had to learn faster than I ever had to in my life,” Armes said. He compared the past 15 months to “drinking from a fire hose.”

He has depended on others.

At an event promoting Cooper's CS4 tire before customers and media a year ago, Armes yielded center stage to four staffers who collectively have more than 100 years of experience.

Armes said Cooper needs to “rely on that experience to be successful as a company.”

Something else helping Armes: Cooper is undertaking moves Whirlpool made years ago.

Whirlpool was expanding globally in the 1990s, and Armes played a major role with assignments in Italy, Hong Kong, Singapore and Mexico.

Cooper has begun to increase production in China and Mexico, where wages are lower.

It must, he said, for survival.

Cooper imports 16-18 percent of its production. The competition imports 30-60 percent, Armes said.

Armes wants Cooper to make 35-45 percent of its tires in lower-wage countries in three to five years.

“Labor cost (in the United States) is fairly high compared to other parts of the world,” he said. “We have to manage (labor costs). Low-cost countries are one element in that.

“We didn't create this environment we're in, but we have to compete in it,” Armes said.

Cooper's future in the United States will depend on how well the company increases automation and efficiency, and innovates in product design, he said.

As for Cooper's future in Findlay, Armes cites advantages of keeping the business here.

Cooper has “a long history here,” he said. He described Findlay as a progressive business community with an ample supply of skilled, capable people.

But communities, like companies, cannot take success for granted. They must strive to remain competitive, Armes said.

Contact Staff Writer Lou Wilin at: 419-427-8413 Send an e-mail to Lou Wilin
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