It used to be that flashy sports cars ruled the ultra-high performance (UHP) tire market. But the market has also expanded as the car parc has changed. With more vehicles tuned with more performance-focused features, tiremakers have followed suit with more complex tires. The result is a healthy UHP tire market — one dealers can't afford to ignore.

When customers arrive at your tire dealership ready to buy replacement tires for a CUV or SUV, guiding them through the selection process might seem akin to searching for a needle in a haystack.