October 19, 2011
An apples-to-apples look at light truck, SUV and CUV tires
This tire segment continues to evolve as consumers demand more comfort and fuel efficiency
By: Bob Bissler
Light trucks, sport-utility vehicles (SUV) and crossover utility vehicles (CUV) are on the move in more ways than one. As they shift from traditional body-on-frame construction to passenger car chassis derivatives, there is increasing demand for them — and tires that offer ride quality, durability and fuel economy.
“The SUV/CUV market will continue to grow at a faster pace than any other tire segment,” says Jonathan Thomas, product segment manager for Cooper Tire & Rubber Co. “The breadth of sizes continues to grow in this segment, especially those sizes specifically fitted to the new CUVs. Consumers continue to seek out tires that provide a very good balance of performance and mileage, while keeping an eye on the fuel efficiency of the tire and the aesthetic appeal of the tire itself.”
The segment also is in a state of transition due to the shift from SUVs to CUVs, according to Rod Hutchinson, product manager for Bridgestone Americas Tire Operations. “Crossovers require a tire with more tuning for comfort and a quiet ride.”
“Rising fuel prices are driving a change in vehicle purchase preferences,” says Travis Roffler, director of marketing for Continental Tire the Americas LLC. “There is constant pressure on vehicle manufacturers to improve fuel economy and reduce weight while improving ride quality. This also applies to those who require more utility than a passenger car. The emergence of the crossover utility segment is evidence of this trend.”
Roffler says the challenge facing tire makers is to offer LT/SUV/CUV tires that are capable of carrying the loads demanded by crossovers and SUVs, while maintaining comfort and a quiet ride.
“The owners of CUVs and SUVs are looking for good control in wet and dry conditions, along with a quiet and comfortable ride,” says David Shelton, director of marketing for GITI Tire (USA) Ltd. “A competitive tread wear warranty, not surprisingly, is also a big selling point.”
As automakers deliver the performance consumers demand, tire makers contribute to enhancing the overall ride experience.
“More and more SUVs are being put onto a car-type platform, which is not only a positive move from a fuel efficiency standpoint, but also creates utility vehicles with a much better ride,” says Suzanne Mitchell, manager of brand development at Hercules Tire & Rubber Co. “So we expect to see a lot of growth in this market — especially CUVs — in the near-term future.”
While near-term growth is expected, there is optimism for strong long-term growth as well.
“The market for CUV/SUV replacement tires, or the recreational on-road touring segment, has seen growth around 7% each year since 2007, even during 2008 and 2009 when the replacement tire market declined,” says Doug Girvin, director of product marketing for Michelin North America Inc. “Similar growth rates are expected through 2015 as the popularity of CUVs remains strong. “
As the market grows and shifts, tire manufacturers are shifting with it.
David Koh, marketing manager for Kumho Tire U.S.A. Inc., says smooth ride characteristics, low noise levels and better fuel economy draw consumers to choose CUVs over SUVs in the auto market. “Tires specifically targeted at CUV owners are steadily increasing.”
But while tire makers target the market, government fuel economy regulations are targeting auto and tire makers. As a result, a focus on green tires is part of the evolution.
“The green tire movement will continue to develop at both the OEM and consumer levels,” says Rafael Navarro III, vice president of communications and media relations at Pirelli Tire North America Inc.
“OEMs are looking to reduce fuel consumption through lower rolling resistance to meet the increasingly strict government fuel economy regulations and consumers are becoming more conscious of fuel consumption as fuel prices continue to rise.”
According to Jon Vance, director of product marketing for the TBC Wholesale Group, vehicle manufacturers have been lightening vehicle weight to achieve higher fuel economy requirements. As a result, suspension systems are becoming more sensitive and driving the need for even greater ride quality performance from tires.
“This market will continue to evolve as consumers seek even greater ride comfort and car-like performance from their utility vehicles,” he says.
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