Ultra-high performance tires

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TPMS Cadillac XT5 – 2022

Kyle Sanders, category management director, TBC Brands LLC: With the evolution of vehicle performance over the last decade, many OEMs are requiring steering precision, maximum handling, responsiveness and braking, with higher speed ratings.

Andrew Hoit, executive vice president, brand division, Tireco Inc.: e evolution in vehicle categories and performance is expanding OE specs. CUV and EV market share continues to grow year-over-year and we also know that CUV and EV specs are di erent compared to the traditional passenger vehicles in the same class. One noticeable di erence is that CUVs and EVs weigh more, so the vehicle’s weight can put more stress on the tires.

rough the evolution of growth in other non-traditional passenger vehicles, there is a growing want for a passenger tire with the ability to carry higher load (and) provide higher fuel e ciency, without sacri cing ride comfort.

Joaquin Gonzalez Jr., president, Tire Group International Inc. (TGI): e horsepower wars are back. Most entry-level consumer cars today have the horsepower world-class supercars had 20 years ago. With increased power comes the desire for better handling and a more sporty response. Meanwhile, technology, increasing size and mandated safety features have all contributed to increased curb weight. Putting all that power to the ground, especially with EVs’ instant torque — while maintaining desirable handling characteristics — is what OEMs demand of modern tires.

As designers, manufacturers and distributors of tires, our job is to deliver tires that can tick all those boxes. Today’s tire must keep up with today’s high-tech cars to deliver more grip, traction, cornering and dry braking performance than ever before.

Chris Tolbert, director of sales, Trimax Tire Corp.: Better overall performance, with less noise and better braking. With more electric vehicles on the road, performance tires must be XL-rated to handle additional weight requirements.

Richard Li, global marketing director, Zhongce Rubber Group. Co. Ltd. (ZC Rubber): OEMs are clearly concentrating more on the rolling resistance of the tire for electric vehicles, while yet providing outstanding handling and durability. Our attention is also on low rolling resistance and good handling performance for tires of current internal combustion engines since increasingly strict Chinese environmental restrictions are pushing the automotive sector to develop cars with reduced fuel consumption and lower emissions. erefore, our current development priorities for the performance tire include reduced rolling resistance and high handling. At the same time, we are still paying special attention to the tire’s price and quietness.

Kyle Sanders of TBC says dealers need to break down their customers’ needs to “determine the best tire to optimize and meet these requirements.” understanding the speci c performance and value needs for each consumer better than alternate channels. ere are o en many performance options available which will meet the basic load index and speed rating required. You want to match the individual needs to assure the best performance with access to di erent products and brands available. Take the time to communicate and discuss what (the customer) liked and lacked from previous tires on the vehicle. For 2023, a larger percentage of performance customers are experiencing nancial stress due to outside factors, but (they) will not want to sacri ce performance and safety. Be ready to discuss options to help them get the best product to t their needs.

Michael Mathis, president, Atturo Tire Corp.: Our advice to dealers who want to grow their UHP business is to take two steps. First, actively engage in your local enthusiast community. at may include visits and sponsorship of a drag strip, attending car shows or inviting a car club to hold a meet in your parking lot. Next, make sure your sales team is trained to look for opportunities to suggest a UHP tire.

When the owner of a vehicle like a Charger or Challenger comes into the shop for tires, don’t just default to o ering the same allseason tire the car came with as OE. Talk to the customer about what they like about their car and uncover that opportunity to suggest a UHP upgrade. If done right, you send a customer out the door with a tire that better enhances the performance and enjoyment of their vehicle.

“Today’s high performance and ultrahigh performance tires are no longer reserved for performance enthusiasts,” says Tsuyoshi Johnson from SRNA. “Anyone looking for improved overall safety behind the wheel can benefi t from these tires’ enhanced dry and wet capabilities.”

MTD: What advice do you have for tire dealers who want to sell more HP and UHP tires in 2023?

Stotsenburg (American Kenda): Dealers need to promote their expertise in

McKinney (Bridgestone): Consumers who purchase high performance and ultra-high performance tires are looking to achieve a more spirited, sporty driving experience with minimal tradeo s. We are constantly designing new high performance and ultra-high performance tires featuring the latest technology that have the features these buyers are looking