Ultra-high performance tires

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TPMS Cadillac XT5 – 2022

for — like sporty handling, responsive cornering and improved lap time — without compromising performance. The new Firestone Firehawk AS V2 is a prime example of this.

Additionally, we recently expanded the Potenza line of ultra-high performance tires with the Potenza RE-71RS. is ultra-high performance tire is designed with track day, autocross and endurance race drivers in mind to deliver improved corner grip and faster lap times without sacri cing an extended wear life.

As the high performance and ultra-high performance segment evolves, tire dealers who want to sell more of these in 2023 should continue to focus on understanding each customer’s individual wants and needs in order to match them to the best option based on their key features. While speed will always be a top consideration, buyers are expecting much more out of their high performance and ultra-high performance tires today than ever before in terms of ride comfort, safety, and performance within speci c climates and road conditions.

Dodds (Continental): My advice to dealers in 2023 would be to continue to look for potential HP and UHP tire customers in the ever-growing luxury sport SUV segment. As well, focus on customers of EVs looking to replace their current tire with a more performance-focused option.

Poling (Giti): e best advice for dealers who want to sell more HP and UHP tires in 2023 is to understand the needs of the particular vehicle and the desires of the customers, so those two things can be matched up with the appropriate tire. Sometimes the customer wants to shi the focus from the original OE tire characteristics. is could come in the form of improved treadwear or maybe the car has summer tires on it and they want to drive in colder conditions, which will require an all-season tire. And sometimes they want to maximize the performance of the car beyond the original OE tire, which is where an extreme summer tire, like our GT Radial SX2 RS, would be the perfect t since it has been proven at the track in Formula Dri competition. Customers looking for these types of tires are high tire-IQ buyers, so know your product o erings inside and out.

Renee Radabaugh, vice president, channels and categories, Goodyear: e performance category continuously provides opportunities for enhanced dealer pro tability. To capitalize on these performance category opportunities, a combination of a balanced core assortment that is supported by a responsive supply chain for the more exotic sizes is key to success.

As there are many sub-categories to the performance market, it’s key to understand the diverse consumer needs. Asking the right questions at the sales counter supports making the right recommendation.

Cho (Hankook): ere is a wide variety of vehicles that can be tted with HP and UHP tires, from smaller cars to CUVs, as well as regular and tuning models.

As a result, dealers should identify their customers’ vehicles and tire sizes to better recommend products that are designed speci cally for their vehicle.

In addition to the vehicle’s performance qualities, Toyo’s Kevin Arima says tire dealers need to consider the weather conditions a driver faces when making a performance tire recommendation, since there are summer, all-season and all-weather options.

Ma (Keter): Our dealers already know this, but they need to understand the customer and their needs. Also (emphasize) service, service, service. is creates a positive customer experience and that’s what brings them back.

Gliss (Michelin): Like any customer, you want to qualify them to understand what they are looking for. Dealers will want to make sure their sta is trained and prepared to explain the bene ts of a dedicated UHP summer tire compared to an UHP all-season tire and what the di erence is in performance. Having key sizes in stock always helps drive more sales.

Yard (Nexen): Most manufacturers have a good, better and best o ering, which allows dealers to choose two or three selections for their customers. ere is not one high performance tire for every application, so it’s important to note the features and bene ts between high mileage, all-around performance, extreme traction for the enthusiast and the value option for the price-conscious.

Andre (Pirelli): In order to sell more HP and UHP tires, our customers must understand the value they receive by choosing HP and UHP tires. Today’s UHP tires combine ride comfort with the best possible performance in wet and dry conditions. Whether in spirited driving or in a safety situation like a panic