BFG Advantage T/A Sport Puts FUN Into the Everyday Drive
Michelin North America Inc. wants to put FUN into consumers’ daily commutes with its new BFGoodrich Advantage T/A Sport all-season tire. And that’s FUN as in Four seasons of traction; Undeniable performance, mile after mile; and New levels of handling.
The company recently showed off the tire at the NOLA Motorsports Park in Avondale, La., near New Orleans. It goes on sale in August in 31 sizes ranging from 15 to 18 inches with T, H and V speed ratings. Twenty-three more sizes will be available in March 2017. There will be six new sizes not offered previously (one 16 inch, two 17 inch and three 18 inch).
Michelin is producing the tire in three U.S. plants. It is geared toward a wide variety of sedans, sporty coupes, passenger cars, CUVs and minivans.
“BFGoodrich Tires is a brand that encourages drivers to explore the fun that driving can provide,” says Jon Hausman, marketing manager for BFGoodrich tires. “The overall message to drivers with active lifestyles, busy family lives or a combination thereof is simple: You don’t have to settle for merely getting from point A to point B. Because performance is happening with these tires on every drive, you can have a little fun along the way, every day with the BFGoodrich Advantage T/A Sport tire.”
The tire has locking 3-D Active Sipe Technology to enhance longevity and performance. The sipes lock together under the tire’s footprint to provide stability and wet and light snow traction. Advanced all-season tread compounds and the company’s Agua-Flume technology offer all-season grip and wet-weather performance.
BFG’s next generation ETEC (Equal Tension Containment) System keeps the tire footprint optimized during cornering and high-speed situations while the g-Wedge sidewall stabilizer helps to ensure crisp handling and a comfortable ride. A continuous center rib delivers consistent steering response and road feel, while full-depth features help maintain consistent performance and look throughout the life of the tire.
The company is looking to make it easy for sales people to sell this tire, too, says Hausman. “If you can remember FUN, you can sell the Advantage T/A power line.” It will be offered at a competitive invoice price with an increased suggested retail price for better dealer profitability, he adds. The first 31 sizes will have 60% market coverage. The Advantage T/A Sport is part of the company’s “Are You Driver Enough?” marketing campaign.
The tire backed by a 70,000-mile warranty on the T-rated sizes; and a 60,000-mile limited tread life warranty on the H- and V-rated tires. It is pitted against the General Altimax RT43, Hankook Optimo H426, Yokohama Avid Ascend, Goodyear Assurance Fuel Max and Cooper CS5 Ultra Touring/Grand Touring tires, among others.
In 2017 the company will introduce the BFGoodrich Advantage T/A Sport LT in 39 sizes from 15 through 22 inches for SUVs, CUVs and some pickups. ■