August 29, 2011
Touring tires: Low rolling luxury
Manufacturers balance old comfort needs with new demands for greater fuel efficiency
By: Bob Bissler
Touring tires fit a unique category of consumer tires. While they combine a performance tire’s low-profile handling with a premium tire’s softer ride, they also have all-season capabilities. Because of this, they are often called performance touring tires.
Today, manufacturers of touring tires are keeping busy. Five years ago the emphasis was on high speed ratings and performance characteristics with no decrease in ride comfort. Today, high-speed, performance and comfort are still demanded. But so is low-rolling resistance and enhanced fuel mileage.
“The touring tire segment is actually made up of at least two sub-categories,” says Conal O’Neill, senior manager, pricing and administration at Falken Tire Corp. “The standard touring tires category (mostly made up of S- or T-rated, 60-, 65- and 70-series applications), has been active for a number of years and is relatively mature. The performance touring tires category mirrors the current high/ultra-high summer performance lines available in both size applications and performance ratings.”
O’Neill says in the coming years, touring tires will continue to grow in size applications available and number of units sold. And many tire manufacturers have seen growth in the area of tires with higher speed ratings.
“Current trends in the touring tire segment are: higher speed ratings – V and W; lower aspect ratio sizes; and, larger rim diameters,” says Rick Brennan, vice president of marketing for Kumho Tire USA. “An example is the Mazda 6 Touring model – 235/45R18. The trend is expanding the SKU counts of the touring category of tire lines.”
According to the Goodyear Tire & Rubber Co.’s Web site, the luxury touring segment has evolved within the premium passenger segment, and vehicle specifications have changed. H-speeds are becoming standard, while V-speed ratings have become increasingly popular. Goodyear says there is growth in the touring segment, defined as those tires with a design emphasis on driver comfort, ride and handling. The numbers appear to back that up.
“The luxury touring tire segment, where Michelin’s Primacy MXM4 is a strong competitor, saw significant growth in 2010. Through May 2011, the segment continues to see strong growth, though it has slowed with the slower-than-expected overall economic recovery, concerns about energy prices and sensitivity to continued high unemployment,” says Martha Burwell, Michelin North America Inc.’s passenger car marketing manager. Whether or not the economy improves, the touring tire segment will likely evolve. As it does, manufacturers will keep pace with the changes.
“What once were two very distinct market segments have converged over the last few years,” says Tom Gravalos, Pirelli Tire North America’s vice president of marketing and original equipment. “Historically, touring tires had a smaller wheel diameter, bigger aspect ratio, narrower cross section and generally were S- and T-rated only. Today we are seeing bigger wheel diameters and everything from S- to V-rated tires in the category.”
In addition to size and speed rating evolution, Gravalos says Pirelli has seen performance improvements that provide better fuel economy, traction and durability.
Tiremakers serving this market must have the ability to develop and introduce these improvements, driven by consumer demands and the OEM’s need to improve fuel economy.
“Overall, the trend is looking like a continued slight decline due to the previous and ongoing push from the OEs for higher speed ratings and larger rim sizes,” explains Chet Plewacki, Yokohama Tire Corp.’s consumer product manager. “However, the segment is still large and is trending towards larger rim sizes that are showing up within the touring segment as well.”
But higher speed ratings and larger rim sizes are just the beginning. With the recent eco-friendly movement, tiremakers are being pushed to make fuel-efficient tires with low-rolling resistance. That demand has migrated into the touring category as well.
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