SEMA Show, Day Four: Yokohama tire wins new product award

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Yokohama Tire Corp.'s dB Super E-spec passenger tire, which uses citrus oil instead of petroleum, has earned one of Popular Mechanics Editor’s Choice Awards at the Specialty Equipment Market Association (SEMA) Show in Las Vegas.

The award, one of 14 given out, went to companies “in recognition of outstanding achievement in new product and design.” Popular Mechanics editors combed the thousand of new products on display at both the SEMA and AAPEX (Automotive Aftermarket Parts Exposition) shows to find the winners.

Jim Meigs, Popular Mechanics’ editor-in-chief, pointed to the dB Super E-spec’s low rolling resistance and use of natural materials as reasons why it was chosen.

The dB Super E-spec combines citrus oil with natural rubber to form a new compound called “Super Nano-Power Rubber (SNPR).” It reduces the proportion of petroleum products in tires and is part of Yokohama’s environmental initiative. The first SNPR product is the dB Super E-spec and will be available in the U.S. in 2009.

“The dB Super E-spec is also much lighter and conserves gasoline by reducing rolling resistance by up to 20%,” says Jim MacMaster, Yokohama executive vice president, Business Division.

MacMaster said the dB Super E-Spec will be available in four sizes: 195/55R16 86V for Toyota Prius; 185/65R15 88H for Toyota Prius; 195/65R15 91H for Honda Civic Hybrid/Civic GX NGV; and 215/60R16 95V for both the Toyota Camry Hybrid and Honda Accord Hybrid.

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