Sumitomo Rubber Industries Ltd. will highlight Falken tires during the 87th Geneva International Motor Show which begins March 9 in Geneva, Switzerland.

Falken Tires will be front and center at the 2017 Geneva International Motor Show.

Falken Tires will be front and center at the 2017 Geneva International Motor Show.

In addition to the latest lineup of Falken tires, the company's booth (Hall 6, No. 6328) will feature displays that feature cutting-edge technologies, including; “NEO-T01”, a next-generation tire production system developed in the pursuit of ultra-high precision tire manufacturing; “Gyroblade” airless tire technology; and “Silent Core" technology via a specialized noise-absorbing sponge which reduces cavity resonance from within tires.

Falken also will hold a special event on the first press day, March 7. The company will announce Falken’s racing team structure for the upcoming 24h-Race Nürburgring, and unveil the new model Falken race car that will be competing at Nürburgring this May.

Another highlight of the press event will be the introduction of the new EcoRun A-A tires, which go on sale in Europe this year.

EcoRun A-A is the first Falken-branded tire to adopt the advanced 4D nano design materials development technology, which recently took home the Tire Technology of the Year award at the Tire Technology Expo 2017 in Germany. The company says the technology provides balanced high performance in three key tire performance traits: fuel efficiency, grip and wear resistance.

The Geneva International Motor Show begins with press days on March 7 and March 8, and the show is open to the public March 9-19 at Palexpo. 

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