Fury Tires Goes Beyond the Extreme at SEMA
What Tire Dealers Should Know
- Fury Tires debuted the Pro RTM hybrid off-road tire in a 38x13.50R17 size, with additional fitments planned for 2027.
- The Track Hunter ET drag radial lineup is expected to grow from approximately seven to 27 sizes by the end of 2027.
- Fury is adding more common fitments across its UHP and all-terrain lines to support distributors and reach more everyday tire buyers.
Fury Tires is expanding beyond the specialty off-road tire sizes that helped establish its brand, introducing a new hybrid tire and adding more common fitments across its growing product portfolio.
During the 2026 SEMA Show, Nick Chin, chief marketing officer, and Ernie Boehm, director of sales, outlined how the company is building on its reputation for oversized and unconventional tire sizes to reach a broader range of customers.
"We come up with these crazy sizes that no one else has," Chin told Modern Tire Dealer.
That approach helped Fury enter the market by addressing gaps in tire availability for custom trucks and Jeeps. Now, with a more established brand and a portfolio that has grown from a single off-road series to seven tire lines, the company is adding more conventional fitments alongside its specialty offerings.
The strategy also supports Fury's distribution network. Boehm said the company sells exclusively through distributors, which must balance demand for specialty sizes with higher-volume products when placing orders.
Adding more common sizes allows distributors to stock Fury products for everyday applications while continuing to carry the oversized and specialty tires that distinguish the brand.
New Pro RTM Targets Jeep Owners
The Pro RTM, or Rock Trail Mud, was one of Fury's newest products at SEMA. The Pro RTM is a hybrid tire designed to fit between traditional rugged-terrain and mud-terrain offerings. Boehm said the Pro RTM features a more aggressive design than a typical rugged-terrain tire without going as far as a full mud-terrain product.
The tire debuted in a 38x13.50R17 size on a Jeep displayed at the show. Boehm said the size was selected to provide Jeep enthusiasts with an option between commonly available 37- and 40-inch tires.
The Pro RTM is expected to become available approximately six weeks after the show, with additional sizes targeted for the beginning of the second quarter of 2027.
Track Hunter ET Expansion Targets 27 Sizes
Fury is also expanding its Track Hunter ET drag radial, which was introduced at the 2025 SEMA Show. The DOT-compliant competition tire is designed for high-horsepower street and strip applications, including modified diesel pickups. Boehm said the tire uses a softer rubber compound intended to help high-horsepower vehicles maintain traction during acceleration.
A 415/25R24 Track Hunter ET was displayed on a Chevrolet Apache truck at this year's show.
The company plans to expand the Track Hunter ET from approximately seven sizes to 27 by the end of 2027. According to Boehm, many of the additional SKUs are scheduled to arrive during the first and second quarters of 2027, with the remaining sizes expected by year-end.
Street Hunter SS Adds UHP Fitments
Fury is also filling out its Street Hunter SS ultra-high performance tire lineup, which was introduced in 2025.
Designed for street applications, the all-season UHP tire features a wide contact patch, specialized rubber compound and tread design intended to support responsive handling and wet-weather traction.
Boehm said Fury has completed approximately 80% of its planned Street Hunter SS size lineup, with roughly 17 to 18 of an anticipated 22 sizes available.
Among the applications displayed at SEMA was a 305/25R28 tire intended for large-wheel custom trucks and classic cars.
Chin said Fury is continuing to bring additional UHP sizes to market as production progresses.
Sierra Hunter ATM Broadens All-Terrain Offerings
Fury's Sierra Hunter ATM all-terrain tire represents another part of the company's move toward more conventional tire applications.
After displaying a single size at the 2025 SEMA Show, Fury has expanded the lineup to fit wheels ranging from 17 to 26 inches in diameter, according to Boehm.
The Sierra Hunter ATM carries a 60,000-mile treadwear warranty and is designed for drivers who want off-road capability without sacrificing highway comfort. Boehm said the tire targets customers who use their trucks for daily transportation but still want the ability to travel off-road.
The company also displayed a newly available dually configuration of the Sierra Hunter ATM at the show, targeting truck owners who want an all-terrain alternative to more aggressive mud-terrain tires.
Boehm said the Sierra Hunter ATM has become an important part of Fury's portfolio as the company adds more common sizes that appeal to a wider range of truck owners.
For distributors and dealers, Fury's expanding portfolio creates an opportunity to sell its tires beyond the highly customized trucks and specialty applications that originally defined the brand.
About the Author
Sara WelchSara Welch
Managing Editor
Sara Welch is Modern Tire Dealer's managing editor. She is an award-winning journalist who covered agriculture in Ohio, Pennsylvania and West Virginia for 10 years and sports for five years before coming to MTD. She can be reached at [email protected].
