Cooper Shines a Light on Rugged Trek Tire

Nov. 3, 2021

Goodyear Tire & Rubber Co.'s Cooper brand maintained its front-and-center booth at the 2021 Specialty Equipment Market Association (SEMA) Show and among the tires on display is the brand’s newest release, the Discoverer Rugged Trek for light trucks and SUVs.

Jenny Paige, a product manager who’s spent 16 years with Cooper, says the Rugged Trek tire is for those consumers who “want the MT look but don’t do that much off road.”

The tire, launched in May, features a couple of aesthetic firsts for Cooper, Paige says.

  • The sidewall has two designs, and one is slightly more beefy than the other.
  • Where white lettering used to be the norm, the Rugged Trek has raised black lettering on its sidewall. Paige says consumers are responding to the look.

The size lineup includes eight sizes with the 3-Peak Mountain Snowflake symbol.

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