Gaining Traction: What's Driving the R/T Segment's Climb

Rugged-terrain (R/T) is one of the fastest-growing segments in the light truck tire category. That trajectory is expected to continue as more consumers seek the blend of attributes that R/T tires provide, according to tire manufacturers and other suppliers.

“The rugged-terrain — or R/T — segment continues to be a distinct and growing category of the light truck tire market,” says Brandon Stotsenburg, vice president, automotive division, American Kenda Rubber Co. Ltd. "When the segment was initially developed, it represented growing hybrid light truck tire applications bridging the traditional A/T (all-terrain) segment and the more distinctive M/T (mud-terrain) segment intended for off-road use with more friendly on-road noise and ride. Many drivers wanted to have plus-size  flotation applications offered by traditional M/T tires, while upfitting improved and distinguishing wheels covering sizes from 17 inches to 20-inch-plus diameters.”

He says the R/T segment’s total volume is only an estimate, “as USTMA (U.S. Tire Manufacturers Association) has not recognized it for unknown reasons, despite the many tires labeled R/T or X/T (extreme-terrain) available for sale. The better R/T tires are capable in traditional M/T off-road environments and are taking share from the M/T segment due to the better ride and noise in crossover applications.”

American Pacific Industries Inc. (API) believes the R/T segment “is gaining traction within the overall LT market,” says Dan Cohen, XComp Tires director of motorsports and marketing, API. “Consumers are looking for the ultimate look, without sacrificing ride quality or mileage. Years before, end users had to choose between an all-terrain or a mud-terrain (tire). One featured the ability for light off-roading without aggressive looks, while the other enhanced the ability to go wherever you wanted, but (offered) limited tread life.

The R/T tire has opened up a whole new segment that gives drivers the best of both worlds. You are now seeing OE vehicles equipped with R/T tires due to consumer demand.”
While API continues to “see larger volume demand” for A/T and M/T tires, “I do believe this will change in the following calendar year,” explains Cohen.

Steven Liu, vice president, product development, American Tire Distributors Inc., says the R/T segment is growing because of the “versatility an R/T tire brings to the table. R/T tires provide optimal o -road traction and on-road comfort, taking these two highly desired elements from an A/T and M/T tire, along with the aggressive appeal many users seek. The R/T segment may have started out as a niche product, but over time the segment has grown significantly with the LT tire market and beyond, as we are seeing more available offerings in CUV/ SUV sizes in a R/T design.

“No official data shows whether or not the R/T segment is bigger than the other product segments” in the LT category “in terms of volume,” Liu notes. “However, it is important to recognize the growth rate of the R/T segment has been at a very consistent level, year-over-year, on an upward trajectory. With that being said, it is our opinion there’s been a cannibalization effect, to a certain extent, the R/T tire is  having on the A/T, H/T (highway-terrain) or M/T segments. We believe the driving factors of this growth include OE fitments and market validation over an extended period of time. Additionally, much of the branding and social media investments early on when the product segment was first introduced are now paying dividends. We’re noticing consumers who may have traditionally bought a set of tier-one A/T or M/T products are now turning to an R/T tire alternative in the value segment.”

“The hybrid category of LT tires continues to expand,” says Michael Mathis, president of Atturo Tire Corp., adding that he looks at the R/T segment “as hybrid, meaning a blend of M/T and A/T pattern designs. R/T has become a common name for models in the hybrid category and is synonymous with X/T, in our view. What was originally looked  at as just a milder alternative to an M/T for pickups and Jeeps has grown dramatically. In our data, hybrid sales have surpassed the M/T segment. It still lags A/T and H/T as those have far more OE replacement-type applications. The hybrid category is growing because of its versatility. Consumers love the combination of aggressive looks, performance and drivability. This is leading them to use this type of tire where they would never have considered an M/T.

“We find consumers who are well-served with a hybrid pattern are after a combination of these attributes: aggressive, off-road style; highway and general ride quality ... good all-season traction; actual off-road traction for mild to moderate use; (and) longer tread life,” says Mathis.

“The R/T segment is gaining traction within the overall LT tire market,” says Iris Ocasio, product manager, consumer replacement strategy, Bridgestone Americas Inc. “R/T tires offer consumers a hybrid option between the capabilities of A/T tires and the more extreme M/T tires.  is allows consumers to get robust off-road capability without the full tradeoffs often associated with an M/T tire. Additionally, there’s a growing aesthetic preference for the rugged, assertive look that R/T tires provide.

“In the hierarchy of market volume for these segments, H/T tires remain the largest segment, especially when considering the inclusion of P-metric sizes that cater to a wide range of light trucks and SUVs. Following H/T, the order is A/T, then R/T and finally, M/T tires, in terms of segment size by volume. However, we are observing a trend where the R/T segment is experiencing growth due to both changing consumer preferences and the reclassification of some M/T styles into the R/T category,” says Ocasio. “This is driven by recent advancements in tire  technology that have helped minimize the traditional trade-offs associated with aggressive off-road tires, particularly in noise reduction and ride comfort. Tire manufacturers’ commitment to meeting consumers’ expectations for both off-road performance and comfort is a key driver for the expansion of segments like R/T.”

Josh Benson, vice president, First Choice Sourcing Solutions, says the R/T segment grew last year “in sellout and continues to gain share in 2025. Consumer demand has shifted toward R/T, which offers the right combination of aggressive styling and comfort for daily driving. R/T volume remains smaller than A/T and H/T, but has overtaken the M/T category in size. Growth is being driven by new vehicle fitments and rising consumer adoption with buyers seeking real value in the R/T’s hybrid terrain versatility.”

“The R/T or hybrid-terrain tire segment has been gaining strong momentum within the LT market over the last several years,” says Andy Grant, marketing manager, Fury Tires. "Customers increasingly want the aggressive, off-road-ready look of an M/T tire, but with the comfort and quiet ride of an A/T or H/T tire. The R/T tire delivers that perfect middle ground. We’re also seeing this trend reflected in the market. 

Most major brands now offer multiple R/T-style tires, signaling growing consumer demand. This hybrid design is ideal for truck owners who want capability and style without sacrificing on-road drivability.

“While the A/T and R/T segments are currently close in volume, the R/T market is quickly catching up and in many cases outpacing A/T growth. Several years ago, most brands only had one R/T offering. Now they often carry two or three. This expansion reflects a broader shift where some brands are even beginning to phase out parts of their A/T lineup in favor of R/Ts. The key drivers behind this growth include the aggressive styling and performance appeal of R/T tires, combined with better ride quality than M/Ts and more visual impact than traditional A/Ts. It’s a tire that checks more boxes for modern truck owners.”

“All indicators point to the R/T market already outpacing the M/T market by around 50%, taking share mainly from M/T, but also from the A/T segment,” says David Poling, vice president, research and development and technical, Giti Tire (USA) Ltd. “For the foreseeable future, the H/T and A/T (markets) will remain much larger than R/T, in part due to high volume of OE  fitments. We could see future off-road OE packages fitted with R/T tires as the segment continues to grow in popularity. An R/T tire offers a more aggressive appearance compared to a normal A/T tire and consumers are increasingly looking for that upgrade, but previously they didn’t want to go all the way to an M/T tire due to noise and road manners trade-offs. Conversely, the R/T tire offers a consumer who had previously used M/T tires the opportunity to maintain the extreme appearance while offering them improved noise and road manners. The magic behind a great R/T tire is making it look very similar to an M/T (with) excellent off-road capabilities (and) the on-road manners of an A/T.”

Jonathan Thomas, director, category strategy and planning, Goodyear Tire & Rubber Co., says the growth of the R/T segment is being driven “by evolving consumer demands for tires that combine the aggressive off-road capabilities and looks of M/T tires with the on-road comfort and versatility of A/T options. As more consumers use their trucks and SUVs for both work and recreation, they’re seeking tires that can confidently handle diverse conditions, from job sites and trails to highways and city streets.”

In addition, as more consumers “seek out vehicles and accessories that support an active, off-road lifestyle, the R/T segment is expected to continue its upward trajectory. 
The R/T segment is also benefiting from OEM trends, with more rugged trims and off-road packages being offered directly from the factory, increasing demand for tires that match those capabilities. As more OEMs introduce rugged trims and adventure-ready models, the demand for R/T-style tires continues to rise, creating a valuable opportunity for dealers to capture sales in both the replacement and upgrade markets.”

“We’ve seen in the past few years that the R/T segment of the market has significantly grown,” says Randy Tsai, senior vice president, Greenball Corp. "Consumers want “the best of both worlds: a smooth, comfortable ride for everyday driving, but the style of an aggressive tire that can be taken off-road on the weekends. Essentially, an R/T tire sits right between an A/T and M/T tire.

“In our product lineup, the R/T segment has been steadily growing over the past 10 years,” says Tsai. “As we have added more R/T product lines, we do see it cannibalize some sales from the M/T segment. The R/T market fills a segment of the market where M/T tires and mild, highway-oriented A/T designs didn’t quite fit the bill of what consumers wanted.”

One of the “major driving forces” behind the growth of the R/T tire segment has been the popularity “of light duty trucks among U.S. consumers,” says Jin Han, product manager, Hankook Tire America Corp. “Combine this with growing consumer interest in getting o  the beaten path and taking their vehicles on greater adventures ... (and) there has been a positive influence across all o road-oriented tire products.

“Within the off-road segment, rugged-terrain — which some customers might refer to as extreme-terrain or X/T — products offer a nice balance between more road-tempered A/T products and the top-of-the-off-road food chain, as with M/T offerings.  is has resulted in the common referral of R/T products as ‘tweeners’ that will be at home in various off-road driving environments, such as loose dirt, mud, gravel and rocks, while still retaining a considerable degree of on-road comfort and handling. This has led many consumers, especially in the overlanding community, to choose a rugged-terrain product that gives them confidence when venturing off-road, in  addition to highway travels back to civilization a er their adventure concludes.

“Despite growing interest, the R/T segment remains relatively niche compared to more well-established lines, such as A/T products,” says Han. “However, we expect the R/T segment to continue its trajectory as a fast-growing and increasingly popular subset of off-road tire offerings.”

“Market demand is continuously diversifying, according to market trends,” says Shawn Denlein, president of sales and marketing, Kumho Tire U.S.A. Inc. “New needs emerge from consumer demands and gradually gain market traction upon introduction. As R/T has not yet been categorized as a distinct segment by USTMA, most of its demand is currently categorized under all-terrain, so it’s challenging to identify the exact growth rate in demand” for R/T products. “However, as existing all-terrain products are being tailored to on-road driving performance, a consumer group that emphasizes off-road traction performance, as well as on-road driving performance, is emerging. The continuous introduction of new R/T products into the market demonstrated this growth.

“While the R/T market currently isn’t larger than the H/T and A/T segments, its growth rate surpasses both. However, due to its inherent characteristics, the R/T segment is steadily encroaching on demand for both A/T and M/T tires. R/T tires appeal to truck and SUV owners who require more off-road traction than A/T products offer. Their aggressive appearance and performance make them a sought-after option.”

“Rugged-terrain and other, similar tire segments are expanding, as there’s greater consumer demand for aggressively styled tires with knobby shoulders and tough-looking sidewalls,” says Brandon Sturgis, BFGoodrich off-road product manager, Michelin North America Inc. "Consumers always want long (tire) life and even tread wear ... and the consumer looking for R/T tires usually wants aggressive looks, even if they don’t take their vehicle off-road.”

Jay Lee, product planning director, Nexen Tire America Inc., says that while R/T “is not yet larger in volume than A/T and H/T,” the segment “is rapidly growing and is challenging the dominance of the traditional segments. Industry experts acknowledge that R/T remains 
smaller than traditional A/T, even as it gains share.  e USTMA hasn’t fully recognized R/T as its own category yet, indicating that it’s still emerging in official volume data.”

However, “dealers report that R/T sales are growing at the expense of all-terrain and mud-terrain tire sales. In select tire sizes, R/T models have even begun outselling corresponding M/T models. Consumers are increasingly turning to R/T tires for their unique blend of off-road capability and on-road comfort and they have (a) clear expectation,” including aggressive looks, balanced performance, “on-road refinement,” durability, load capacity and “all-purpose versatility.

"While exact volume numbers aren’t public yet due to category ambiguity, insiders describe the (R/T) segment as experiencing double-digit, year-over-year growth and refer to ‘exponential uptake’ for key models,” says Lee. “Growth is expected to continue taking share from both the A/T and M/T segments, especially as R/T gains traction and expands availability.”

“The R/T segment has gained significant traction in the LT tire market,” says Ken Coltrane, vice president of product development and marketing, Prinx Chengshan Tire North America Inc. "R/T has established itself as a strong performer in the LT segment, driven by its proven durability, balanced performance and positive consumer feedback.” 

He adds that consumers “seek R/T tires that combine an aggressive aesthetic with long-lasting performance.”

Jared Lynch, vice president of sales, corporate accounts, PLT, North America, Sailun Tire Americas, says the R/T segment is gaining “significant momentum as more truck and SUV owners seek tires that offer a blend of bold, aggressive styling and capable off-road  performance without compromising the on-road comfort and quietness found in A/T products.  

The growing popularity of adventure-ready vehicles being used as daily drivers is a key factor. Consumers want all-in-one versatility and R/T tires deliver on that promise. "While A/T tires remain the largest in volume, R/T is the fastest-growing category in the LT segment,” says Lynch. "This growth is fueled by a shift in consumer priorities. Drivers want a tire that performs well off-road, when needed, but still delivers a smooth, quiet ride the rest of the time. R/T tires hit that sweet spot between form and function, making them especially appealing to lifestyle-focused truck and SUV buyers.”

“The R/T segment is continuing to gain traction within the overall light truck tire market,” says Eric Zhang, product specialist, Sumitomo Rubber North America Inc. “It has clearly surpassed the market demand of the M/T segment, but not the demand of the much larger A/T segment. The R/T segment is attractive to those looking for more off-road aggressiveness and capabilities than an A/T, but who are not willing to sacrifice the on-road manners, such as tire noise and on-pavement tire life, that drivers enjoy with an A/T.

“Manufacturers can offer R/T patterns in various levels of on-road and off-road performance. R/T tires offer good off-road capability with better on-road manners than a traditional M/T tire and there are R/T tires that offer good on-road manners with elevated off-road capabilities when compared to A/T tires. Some manufacturers refer to these elevated off-road capable A/T tires as ‘extreme A/T’ in their product lines. So the R/T segment can provide consumers with various options, depending on how much on-road or off-road capabilities the consumer is willing to sacrifice.”

TBC Corp. reports that it has seen “heavy growth in the R/T segment,” says Eric Sweigart, vice president, value and proprietary brand management. “R/T tires are available for those weekend warriors who need tires flexible enough for everyday driving during the week, but also enjoy exploring off-road on weekends. They offer a hybrid between A/T and M/T, with the on-road comfort and stability of an A/T tire, without compromising the off-road capabilities expected from an M/T tire. With R/T tires, truck and SUV owners now have an option that looks aggressive, like an M/T, but doesn’t wear out as quickly. Truck enthusiasts who like to customize their trucks with lift kits, select plus-size tments and aggressive tread designs are also utilizing R/T tires.”

Sweigart says the R/T segment “remains well-behind the A/T and H/T markets,” but adds that “versatility is a key factor (in) driving R/T tire volume past that of the M/T (segment.) R/T offers consumers a hybrid option that combines on-road and off-road capabilities without compromising style, comfort or durability.  This year, the R/T segment is showing over 9% growth.”

Mike Park, assistant director, market intelligence and pricing, Tireco Inc., says the R/T segment “has been one of the fastest-growing segments within the LT market over the past few years. It’s gaining traction because it offers the best of both worlds: the off-road capability and aggressive styling of an M/T tire, (plus) ride comfort, road manners and longer tread life.  is hybrid appeal aligns with what today’s truck and SUV owners are looking for: versatility, style and performance without compromise.

“The R/T segment is growing at a fast pace,” driven by a variety of factors, including more consumers who are “using their vehicles for both utility and there are some R/Ts that recreation. The aggressive R/T look has become mainstream, even for vehicles that may never see a trail. We’re seeing more factory builds pushing consumers toward lifted, off-road-capable platforms. 

The rise of overlanding, off-road builds and content creation have created aspirational demands for performance both on- and off-road. "Consumers shopping for R/T tires are looking for aggressive tread and sidewall styling that enhances their vehicles’ appearance,” says Park. Other wants include “durability and strength for off road use; on-road comfort and quiet ride, especially for daily driving; (and) longer tread life.”

“The R/T segment is the fastest growing segment in the industry,” says Mark Lindsey, chief strategy officer, Tire Group International LLC (TGI). “Much like all-weather tires in the passenger segment, R/T tires deliver superior value due to performance and longevity at a competitive price for everyday drives. And with the rugged aesthetics that were previously only available in niche M/T products, retailers can reach two distinctly different consumers with one product segment. While the jury is still out on all-weather for the passenger segment, it is undeniable that we will continue to see rapid growth in the R/T light truck segment,” adding that TGI anticipates “tremendous growth (in the R/T segment) in the future and (will) focus our future development activities in this segment.”

“The R/T segment continues to gain traction within the overall LT tire market,” says Todd Bergeson, senior manager, product planning and technical services, Toyo Tire U.S.A. Corp., but “the R/T segment is nowhere near the volume of the A/T segment, which is the optimal tire for more than 90% of the truck owners out there. The M/T category overall has been gradually declining in volume in recent years. Both A/T and M/T segments remain very relevant and important.”

However, Toyo “is very optimistic about the R/T category. Consumers want an aggressive- looking off-road tire that provides peak performance on and off-road. When considering an R/T category tire, consumers expect an aggressive look with a quiet and comfortable ride.”

"I think within the overall light truck tire market, the R/T segment is still smaller than the A/T segment, but may have surpassed the M/T segment in market share,” says Roman Racia, marketing director, Transamerica Tire Co. Ltd. “The growth of R/T tires is primarily driven by their hybrid design, offering true, dual-purpose performance. They’re suitable for comfortable daily driving and can handle challenging off-road adventures on the weekend. For many consumers, it means one tire that suits both lifestyles.”

“The R/T segment has been growing proportionately versus other light truck tire lines for several years,” says Phillip Kane, CEO of Turbo Wholesale Tires LLC. “R/T offers a sort of Goldilocks proposition that’s just right for those wanting something more in an A/T and a bit less in an M/T.  The R/T almost perfectly bridges the gap between the two, offering better traction, enhanced durability and a more aggressive appearance than an all-terrain tire, while providing a quieter, cheaper, more fuel-efficient and almost as tough-looking package, but with better road manners than a mud-terrain tire.  is ability to have one’s cake and eat it, too, has caused those who would have formerly bought A/Ts or M/ Ts to flock to the newer R/T (segment.)

“For us, the R/T has largely supplanted both A/T and M/T volume by an order of magnitude for the simple reasons that  many A/T buyers can — for not much more money — have a tire that not only looks tougher and more capable, but actually is tougher and more capable, while those who may have been attracted to the M/T’s extreme appearance can have nearly the same look, with less noise, less fuel spend and less road walk.” 

That said, “we don’t think the typical looking for very specific attributes found in H/T tires — like comfort, fuel economy and a quiet ride — and are not typically candidates for the more rough and tumble rugged-terrain experience.”

Growth of the R/T segment “is being driven by consumers who are looking for the versatility of an all-terrain tire with more aggressive styling and off-road capability, but without sacrificing on-road comfort,” says Vahe Tchaghlassian, vice president of sales and marketing, Wholesale Tire Distributors. “As more drivers use their trucks and SUVs for both daily commuting and weekend adventures, R/T tires have become a go-to solution. While A/T tires still lead in overall volume, R/T tires are one of the fastest-growing segments. They’re effectively bridging the gap between A/T and M/T by offering a balanced mix of off-road toughness and on-road performance. 

This makes them especially appealing to consumers who want the aggressive look and capability of an M/T tire without the road noise or wear issues. "Demand is being fueled by the popularity of lifted trucks, overlanding and the general trend toward outdoor lifestyle vehicles.”

“R/T tires have moved from a niche offering to one of the fastest-growing segments in the overall LT tire market,” says Kevin Nguyen, manager of product planning, Yokohama Tire Corp. “R/T tires offer that perfect balance for light truck and SUV customers by providing a more aggressive sidewall and tread pattern than A/T tires, while riding more quietly and smoothly than M/T tires. The R/T tire has become the go-tire for the overlanding, off-grid camping and aggressive-styling-and-personalization customers. These consumers are looking to enhance the off-road performance and appearance of their light trucks and SUVs that were equipped with H/T or standard A/T tires from the factory.”

Omnisource offers a different take. "We are seeing the R/T segment get squeezed by the A/T segment as industry A/T designs increasingly adopt a more rugged look,” says Rob Montasser, vice president of Radar Tire, North America, Omnisource. "Many customers want tires that look rugged, but don’t want them to ride like hardcore off-road tires on the roads, where they do most of their driving. At Radar, we are seeing the squeeze happen from both ends. Overall, we don’t expect the R/T segment growth to outpace the A/T and X/T markets.”

However, “if a customer asks for an R/T tire, they’re probably one of two things or both: a rugged look and/or a solid off-road performance."