Retail

Michelin Adds to BFGoodrich 'Powerline'

Posted on October 11, 2017
The BFGoodrich Advantage T/A LT tire has a "raptor claw" tread design and has earned the three peak mountain snowflake symbol for winter driving performance.
The BFGoodrich Advantage T/A LT tire has a "raptor claw" tread design and has earned the three peak mountain snowflake symbol for winter driving performance.

Michelin North America Inc. is now offering a next generation Advantage T/A and the new Advantage T/A LT. They boost what the company is calling its "powerline," which offers consumers all-season/all-purpose tires with advanced mileage and agile handling.

The BFG Advantage T/A is for cars, CUVs and minivans, while the BFG Advantage T/A LT is for CUVs, SUVs and some light trucks.

The tires fall within the BFGoodrich portfolio which also includes:

* the Mud-Terrain T/A and All-Terrain T/A KO2 for off-road performance;

* the Advantage T/A LT and Advantage T/A for daily fun; and

* the g-Force Comp-2 A/S and g-Force Sport Comp-2 for ultra-high performance.

According to Matthew Cabe, senior country operations marketing manager for Michelin, "We are really attacking the powerline concept. What that means to us is being able to provide our dealers with options, whether it's the Advantage T/A or the Advantage T/A LT. We don't have any overlapping sizes; they're very much one continuous entity."

The Advantage T/A LT has what the company describes as a "raptor claw" tread design which has earned the three peak mountain snowflake symbol for winter driving. "In tests," says Cabe, "the tires had 30% better snow traction than the leading competitors."

The Advantage T/A LT is going to replace the company's Long Trail T/A Tour, which is being phased out. The new tire is also 9% better in preventing hydroplaning than the Long Trail and 10% better in handling, notes Cabe. It also offers a "much more competitive warranty. We're 60,000 miles on the V-rated tire and 65,000 miles on the T and H. Both tires incorporate the company's 3D Active Sipe and Aqua-Flume technology.

Michelin also is touting the tire's full-depth tread feature, which means the tread looks the same when worn as it does when new, thus keeping all-weather characteristics.

”We're bringing something to market that serves the needs of the majority of consumers, and because of the additional handling and snow performance, people can have fun with it,” says Cabe. 

Thirty-three sizes are currently available ranging from 16-inch to 20-inch. Six more sizes will be released in March 2018, including one 22-inch size: 285/45R22.

With the addition of the two new tires, the company is also phasing out:

* the previous generation Advantage T/A;

* the g-Force Super Sport (H- and V-rated); and

* the Touring T/A (a Sam's Club-specific tire).

Related Topics: BFGoodrich Advantage T/A, BFGoodrich Advantage T/A LT, BFGoodrich Tires, MIchelin North America Inc.

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