So Keegan and his North American chief, Jonathan Rich, developed expensive tires aimed at performance- and luxury-car drivers.

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Dealers are impressed with the new head of North American operations, Jonathan Rich, an ex-General Electric executive who quickly turned around Goodyear's chemicals business.

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"If you've been paying your mortgage for 20 years and deferring a lot of pleasure for later, to have that suddenly taken away, well, that can be hard on people, " says Jonathan Rich, Ph.

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