Retail

Goodyear launches All-Terrain Adventure with Kevlar

Ann Neal
Posted on September 13, 2013
New tread compounds and tread design make the Wrangler All-Terrain Adventure suited for any highway or off-road condition, says Goodyear. Tread features include open shoulder blocks that help eject mud and break up snow for improved traction.

New tread compounds and tread design make the Wrangler All-Terrain Adventure suited for any highway or off-road condition, says Goodyear. Tread features include open shoulder blocks that help eject mud and break up snow for improved traction.

Goodyear Tire and Rubber Co. has added a premium on-/off-road light truck tire to the Wrangler family. The Wrangler All-Terrain Adventure with Kevlar is aimed at consumers who drive mostly on the highway but want an off-road capable tire.

The All-Terrain Adventure is the perfect fit for consumers who spend 80% of their driving time on the highway, says Sara Vacha, Goodyear brand marketing manager. “The tire meets their needs for versatility. They live for the weekend and want to get off road for hiking, fishing and other activities.”

Introduced in January 2013 at Goodyear’s annual dealer meeting, the new Wrangler was officially launched in July at a ride-and-drive in Colorado Springs, Colo. The setting offered dealers and media an opportunity to drive the tire in mountain conditions as well as on a wet-dry handling course.

The company says exclusive Kevlar construction, proprietary Durawall sidewall technology, a 60,000-mile tread life limited warranty, a new tread design, and a special package that includes severe snow certification for LT sizes add value consumers are looking for in all-terrain tires.

The company has an agreement with E.I. du Pont de Nemours and Co. to use Kevlar in its tires. The synthetic fiber adds strength and durability over pavement, gravel and dirt. “They (consumers) understand Kevlar, they understand it’s rough, rugged and strong. It gives them reason to believe this tire will perform and also deliver on the long mileage warranty we are advertising on this tire,” says Dave Griffin, category planning manager for all-terrain tires for Goodyear.

At 60,000 miles, the tire’s tread life warranty is 20% longer than other Wrangler lines. The warranty applies to all standard load and LT-metric sizes.

The tread pattern works on all road conditions, according to Griffin, who describes the All-Terrain Adventure as “an off-road capable tire with highway manners.” Open shoulder blocks help clear mud and snow for off-road traction. Ridges provide traction on soft road surfaces. Biting edges and a new rubber compound also contribute to traction capabilities on wet and icy roads.

The five-rib tread pattern adds traction but not noise. “The geometry elements of the tread pattern are designed to be quiet,” says Marc Nowacki, project manager.

The LT-metric sizes have a different tread compound to provide greater chip and chunk resistance compared to the standard tire. The LT size has a deeper tread and is certified for use in severe snow conditions. All LT sizes are marketed in a pro-grade package that features two rows of Kevlar versus the single layer in standard load sizes. In addition, the belts of the LT tires in the pro-grade package have 30% more steel than standard load sizes.

The All-Terrain Adventure is available in 44 sizes: 24 metric and 20 LT-metric sizes. Goodyear says all 44 sizes will be available this month. The All-Terrain Adventure will be promoted via print, television, and digital media in the U.S. and Canada in the fall. The tire also will be an OE-fitment on several pickup trucks in 2015, according to the company.

Griffin says consumers will want to know the tire is an all-new line. “It has new tread compounds, a new tread pattern, and the internal design of the tire is different from any other tire we’ve sold. We’ve been working on it well over two years, so we feel confident it will deliver on its promise. It’s gone through a lot of testing and prototypes.

“This is a premium on-/off-road tire and will be at a premium price so the 60,000-mile tread life warranty is important; that brings value to shoppers in the light truck tire line. Kevlar makes it unique. It seems to be a feature and benefit people respond well to in the LT segment.”

The company plans to phase out the Wrangler Silent Armor line.

“Light truck enthusiasts are always looking for something new and different,” says Shawn Mackenzie, general manager of Benson Tire Group in Ontario, Canada. “The typical four-wheel driver is always pushing the limits. No question it will be accepted by the public from a durability and performance standpoint.” ■

Related Topics: Goodyear, Goodyear Wrangler, Kevlar

Ann Neal Senior Editor
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