Goodyear Dunlop is to shed 216 workers as part of a restructuring programme. The firm said up to 116 jobs at its UK sales centre at TyreFort, Erdington, Birmingham, would be lost, along with about 100 positions at other sites.
A company spokesman said it had initiated an information and consultation process with union representatives ahead of the restructuring.
Mr Andreas Niegsch, general manager of sales operation, said: "We need to restructure our sales operations in order to become a more flexible, dynamic and responsive organisation in a highly competitive marketplace.
"Since the alliance between Goodyear and Dunlop was announced in 1999, we have undertaken significant restructuring of our UK manufacturing and logistics operations as we integrated the companies.
"Goodyear and Dunlop are two incredibly strong brands, and we are committed to investing in their future and building their market share in the UK.
"However, to do this we need to make it easier for our trade customers to deal with us."