There are always new trends that are shaping the tire industry and the high performance (HP) and ultra-high performance (UHP) categories are no different, according to tire manufacturers.
Consumers are placing a greater emphasis on certain attributes in their HP/UHP tires than they have before. MTD talked with tire manufacturers to hear what they have to say about HP/UHP tire consumer buying habits. They also discussed what’s next in HP/UHP tires — highlighting key trends that tire dealers should monitor.
MTD: What’s next in HP/UHP tires? What new trends are emerging? What will be the new “thing” in the HP/UHP tire segment in the next few years?
Brandon Stotsenburg, vice president of the automotive division, American Kenda Rubber Industries Co. Ltd.: Kenda sees the traditional trade-off matrix for the various applications changing in this environment. Vehicle applications are also expanding in North America to include automotive platforms on small SUV/CUV bodies that are fitted with W- or Y-rated tires, as well as expanding electric vehicle (EV) applications. We no longer view H- or V-rated applications as high performance, but as touring or grand touring (tires) that often provide upgrades for all-season or four-season performance with higher mileage warranties, ride comfort and worn noise benefits.
Kenda expects the UHP summer segment will continue to feature dry and wet traction/handling benefits with sub-segments of traditional UHP summer (300-400 UTQG), max performance (200-300 UTQG) and extreme performance (100-200 UTQG). The higher performance levels will have increasing focus on dry grip and handling. Many of the max and extreme products are targeted at the competitive DOT competition environments found in autocross, grassroots drifting and SCCA (Sports Car Club of America) competitions. In these environments, the products often have tradeoffs among dry grip, wet grip and wear. Sophisticated consumers will also evaluate the performance and tire weights as they optimize the vehicle performance for competition.
Kenda sees that there are material improvements, construction options and evolving mechanical design elements that will increase the performance levels and expand the traditional limitations.
The highest volume UHP segment is the all-season application. These products are W- and Y-rated products that offer different mechanical design, materials, tread and carcass compounds and construction which allow the consumer to drive in wet and light winter conditions. The trends are to reduce the differences in dry performance often seen from a UHP summer to the UHP A/S segment while offering higher wet traction performance with mileage warranties. Most W- or Y-rated applications for small SUV/CUVs may have the need for XL load ratings to accommodate weight differences without sacrificing any of the performance benefits that these vehicles offer to the consumer.
Finally, for premium brands, the EV growth for automotive platforms requires a combination of grand touring and UHP tire performance with specific technologies optimized for high performance electric vehicles. Kenda believes that the vehicle application will determine the best combination of EV technologies. These will likely include optimizing the rolling resistance relative to the consumer desire for wear, traction and handling in both wet and dry conditions, noise sensitivity and elements related to the higher torque evident in many EV cars and small SUVs. Reducing the benefit tradeoffs for EV from traditional UHP internal combustion engine (ICE) applications will be a primary goal for engineering teams.
Dan Cohen, director of motorsports and marketing, XComp Tires, American Pacific Industries Inc. (API): There are more EV performance vehicles coming to market each day. There are also more 'performance edition’ vehicles offered by car manufacturers. Consumers will see more EV-rated tires that can handle the heavy weight of electric vehicles. Consumers will also see UHP tires that can be used year-round. Consumers are seeking a tire that delivers the ultimate in performance, while not sacrificing longevity and comfort.
Michael Mathis, president, Atturo Tire Corp.: The new thing in UHP tires is the diversity of applications where they are being used. No longer are UHP tires solely for Corvettes, Porsches and other sports cars. The performance tire market is continuing to expand with new applications and tires designed to address those segments. The number of low-profile and higher-speed-rated OE fitments has been a trend in the market for twenty years and is still growing.
New segments continue to drive the demand for more focused performance tires. These include hybrid and electric vehicles which are focused on performance. It also includes high horsepower ICE SUVs and CUVs which use larger rim and overall diameter tires that need higher load capacity. We also see an increase in performance tires being sought which work well beyond fair weather. This may be in all-season, all-weather or even pure winter types of tires.
Drivers seek a variety of features from their performance tires. Recent trends are seeking quieter tires which grip well in a broad range of situations.
Ian McKenney, senior product manager, Bridgestone Americas Inc.: No emerging trend at the moment, as we continue to ride the wave from five to seven years ago where UHP all-season tires had a major increase in snow performance. These advancements were huge for their time and now we continue to maintain with incremental gains where possible.
Nate Dodds, product manager for performance tires, Continental Tire the Americas LLC: On a macro level, the push for tire sustainability and efficiency will continue to grow in all tire segments including HP/UHP tires. Also on a more detailed level, we see a general trend towards more and more staggered fitments. In the past, staggered fitments were mostly for sports cars, but this has since reached into the SUV space. As well, as vehicles get heavier, the load capability of tires continues to increase. Last, as EVs have generally lower top speeds compared to combustion engine vehicles, we see vehicles coming with lower tire speed ratings from the OEMs.
Josh Benson, vice president, Ironhead brand, First Choice Sourcing Solutions: The future of HP/UHP tires will likely revolve around versatility, EV/hybrid readiness and sustainability.
David Poling, vice president R&D and technical, Giti Tire (USA) Ltd.: When we talk about performance tires, we need to properly clarify exactly what we are talking about. We would define HP as being H- and V- speed rated and UHP being W-, Y- and Z-rated. Beyond that initial separation, we have summer, all-season and now all-weather products, with each of the products existing on a continuum.
Summer tires can be generally divided into regular summer performance and extreme summer performance. Regular summer tires are focused on good dry and wet grip with a UTQG rating 300 or above. Extreme performance tires are focused on maximum dry grip with UTQG ratings 200 and below. These tires are often used on the track, as well.
All-season tires come in touring variants which are generally H- and V-speed rated, but have some W speed ratings. Then there are UHP all-season versions that carry W and Y speed ratings, with a focus on maximum wet and dry performance.
The newest trend is the all-weather tires that are designed to fit on sedans, CUVs and SUVs, which generally have speed ratings of H and V, but also include some W. The all-weather tire is certified by industry standards for extreme snow conditions, which makes them ideal for areas that have winter snow. However, this same tire provides enhanced all-season performance and should be considered in areas that may not have winter snow conditions.
Jenny Paige, director of product planning, Goodyear Tire & Rubber Co.: The high performance and ultra-high performance tire markets are poised for continuous evolution, driven by the growing demands of consumers for an enhanced driving experience. Rather than a singular breakthrough, we anticipate a continued refinement of key attributes, focusing on achieving a balanced combination of practical performance elements — such as traction and longevity — with features that elevate driving enjoyment. This will include further improvements in grip, handling, comfort and noise reduction, ultimately striving to provide a more enjoyable and dynamic driving experience without compromising on essential durability and efficiency.
David Wang, managing director of Gripmax Tires Inc.: The first trend would be sustainability. With environmental concerns growing, HP/UHP tires will increasingly focus on sustainable materials, eco-friendly manufacturing processes and recyclability. Expect innovations like bio-based rubbers and fully recyclable tire models.
The next trend is noise reduction. A critical factor for EVs and luxury performance vehicles is enhanced designs to address road noise. And finally, the all-weather UHP tire — bridging the gap between summer-only and winter-season options, manufacturers are innovating ultra-high performance tires that deliver solid wet-weather and cold-weather performance without sacrificing dry traction.
Jin Han, product manager, Hankook Tire America Corp: One thing really driving the HP and UHP market is the everyday driver’s desire for performance. They are eager to make the most out of their daily driving experience. This is a trend we’ve seen throughout the last few years and one that we expect to continue accelerating. Whereas HP and UHP tires were previously reserved for sports cars and high-end performance vehicles, increasingly we are seeing broader application at both the OEM and aftermarket levels to meet that consumer demand.
Another notable trend we’ve seen in the last couple of years is the continued introduction of high performance or exotic SUVs. As noted earlier, this desire for greater performance is extending further among general consumers in addition to less common platforms. With that in mind, we also expect to see more SUV sizes available in performance-oriented tires. Further, as consumers look for higher-performance tires, the likelihood of a vehicle, regardless of platform — SUV or other — remaining a ‘daily driver’ is high and as a result, mileage considerations need to be a significant factor.
In addition, several trends that are impacting the tire market overall will help shape the HP/UHP segment. For example, tires specifically tailored for EVs keep gaining traction. These tires are built with dedicated EV technology to address key factors including rolling resistance, grip performance, tread wear, compound selection and noise reduction. Many of these characteristics naturally align with the development of high performance tires, whether that be for ICE vehicles or EVs, which creates a natural roadmap for developing EV-specific, high performance offerings.
Shawn Denlein, president of sales and marketing, Kumho Tire U.S.A. Inc.: The high performance and ultra-high performance tire market continues to evolve, with key trends emerging that will shape the next few years. The integration of advanced tire technologies focused on performance and supporting new cars designs, in particular EV vehicles, is becoming a major driving force.
There’s growing emphasis on tire performance in both wet and dry conditions. Tire design continues to focus on innovative tread patterns and rubber compounds that help to improve grip, shorten braking distances and provide better handling in all weather conditions, especially rain.
As electric and hybrid vehicles become more common, there’s a growing demand for tires designed specifically for these vehicles. These tires need to handle the unique performance characteristics of EVs, such as higher torque and the weight of large batteries, while offering lower rolling resistance for better fuel efficiency.
Walter Chen, product strategy specialist, Maxxis International-USA: Future tire innovations will focus on adapting to the demands of heavier, high-torque and high-horsepower hybrid and electric sports cars and sedans. These all-rounded tire designs will prioritize exceptional dry and wet traction and key factors such as noise, vibration and harshness.
Andrew Stephens, brand manager for UHP tires, Michelin North America Inc.: One of the biggest trends right now and into the future is the demand for performance SUVs. These bigger, heavier vehicles with the capabilities of coupes and sedans a decade ago are challenging tire manufacturers to develop a product that can deliver the same performance in taller and wider sizes, while handling more load.
Steve Bourassa, director of products and pricing, Nokian Tyres Inc.: Consumers aren’t satisfied anymore with a UHP tire that only delivers grip and handling. Most of them want a more complete driving experience — a tire that lasts longer, keeps them safe in tough conditions and delivers fuel efficiency. Drivers of high-performance vehicles typically use them for a lot more than carving through corners on scenic highways. Those cars are also battling through traffic, taking kids to school and encountering potholes and puddles during daily life. UHP tires need to meet those demands, too.
Bryce Jones, head of product marketing and training, Pirelli Tire North America Inc.: In the next few years, we see a growing emphasis on performance versatility within the HP/UHP tire segment. North American drivers are increasingly looking for tires that can offer high performance across multiple conditions, including wet weather, snow and varying temperatures.
Jared Lynch, vice president of sales, corporate accounts, PLT, North America, Sailun Tire Americas: With the increasing prevalence of EVs and hybrid vehicles, which often have a higher gross vehicle weight rating and greater power compared to similar internal combustion engine vehicles, it’s crucial to educate tire retailers and customers on the importance of adhering to the load index and speed rating specified by the vehicle manufacturer.
Tom Okihisa, PCR product manager, Sumitomo Rubber North America Inc. (SRNA): Over the last few years, we have seen huge growth in the popularity of EVs. Due to the high-performance capabilities of modern EVs, especially acceleration, many are marketed as high-performance vehicles and come with UHP tires from the factory. CUV sales continue to dominate along with the decline of traditional sedans, so we see more sport CUVs with true performance capabilities and sporty trim levels of CUVs being offered in the market.
Large wheel diameters with low profile tires and higher speed ratings have become increasingly common. This has created a situation where mainstream consumers who purchased EVs and sporty CUVs end up having to shop for UHP tires when it comes time for replacement.
Mark Lindsey, chief strategy officer, Tire Group International LLC: The consumer's flight to value in the tire industry is a trend that shows no signs of slowing down. Economic pressures, advancements in tire technology and changing consumer expectations have all contributed to this shift. This trend not only benefits consumers but also drives innovation and competition within the industry, ultimately leading to better products and services for all.
With the rise of electric vehicles, there's an increasing need for high-performance tires that can handle the unique requirements of EVs, such as increased weight, higher torque and quieter operation. Traditionally, UHP tires were associated with sports cars and high-performance vehicles. However, there's a growing demand for UHP tires in the SUV and CUV markets. This shift is driven by the popularity of larger premium SUVs with performance-dedicated trim levels.
Mike Park, assistant director of marketing, Tireco Inc.: The distinction between HP and UHP tires is fading as modern drivers seek a combination of performance, versatility and durability. A significant trend is the incorporation of touring characteristics, such as improved ride comfort, extended mileage and all-season capability into HP and UHP tires. Innovations in rubber compounds, tread designs and structural engineering are driving this evolution, addressing the growing demand for tires that perform across various road conditions.
As more CUVs and SUVs are manufactured with larger rim diameters, there is growing demand for HP/UHP tires tailored to these vehicles. Aesthetic appeal combined with functional performance is becoming a priority for consumers who want style without compromising performance.
Cameron Parsons, technical field manager and business development, Toyo Tire U.S.A. Corp.: In the automotive market, customers have been seeking out greater versatility from their purchases. Many modern sedans and crossovers now sit adjacent to performance category vehicles, while still delivering practicality and roomy interiors. We’ve seen the tire industry head in a similar direction where customers expect their tires to be very multifaceted in their capabilities. So now we’re seeing UHP fitments grow beyond just sports cars, as different category cars, crossovers and even pickup trucks can experience the benefits of UHP tires.
Phillip Kane, CEO, Turbo Wholesale Tires LLC: We’ve seen more and more vehicles that not long ago would have been built with S/T tires being built with HP/UHP tires especially in the CUV and SUV categories. This has led to the migration of many touring-type attributes like all-season designs, noise-dampening tread blocking and inclement weather traction to HP and UHP products.
Larry Harmon, regional sales manager, Unicorn Tire Corp.: The HP/UHP tire segment is entering an exciting phase of innovation. Advancements in rubber compounds and tread designs are at the forefront, aimed at optimizing grip, durability, and performance across different weather conditions. Another major shift comes from the growing EV market. We’re seeing tire manufacturers adapt HP/UHP tires to meet the unique challenges of electric vehicles, such as handling heavier loads, optimizing rolling resistance for better range and offering a wider variety of sizes. Additionally, sustainability is a rising focus, with eco-friendly materials and manufacturing processes becoming integral to future developments. Looking ahead, the integration of smart tire technology — sensors that monitor pressure, wear and performance — may redefine how we think about tire maintenance and safety in this space.
Ryan Parszik, manager, product planning, Yokohama Tire Corp.: One emerging segment we’re focusing on is EV-compatibility due to the rise of EV vehicles in this segment and the use of sustainable materials with eco-friendly manufacturing with lower carbon emissions.
MTD: Are drivers prioritizing certain features like wet-weather performance, fuel efficiency or aesthetics over others?
Stotsenburg (Kenda): The consumer-requested performance benefits depend on the vehicle application and the specific consumer. All consumers prefer aesthetics that complement their vehicles. The other desired benefits will be more specific and the tire retailer should understand the consumer’s needs and the product performance options to align the best fit.
Kenda has found via our market research that offering premium performance at a value price is a consistently winning positioning statement for a majority of consumers. Whether it is for summer or all-season applications, UHP consumers want to optimize the handling and feel of the vehicle. Most prefer to get better wear than is often available due to chosen tradeoffs in design but may sacrifice this for higher wet/dry performance. Ride and worn noise are also elements that will be ranked in consumer importance.
Cohen (API): I believe this varies by consumer. While drivers in some regions seek the ultimate in all-weather traction, others may look for the most fuel-efficient tire for their EV vehicle. In some cases, the consumer might want the most aggressive-looking tread for their sports car.
Mathis (Atturo): Drivers seek a variety of features from their performance tires. Recent trends are seeking quieter tires that grip well in a broad range of situations. Common to these consumers is an expectation for performance tires to be quieter and still have a good ride quality. Customers no longer seem willing to accept the historic trade-off of a slightly noisier and harsh-riding UHP tire.
McKenney (Bridgestone): Wet-weather performance and handling continues to be a priority, in addition to wear for HP/UHP. Consumers want good handling without sacrificing wear life or performance. Fuel efficiency is not on consumers’ radar and remains a low priority that is not as relevant during the buying decision. Similarly, aesthetics is not a feature prioritized by HP/UHP consumers. We see this more with consumers shopping in the AT/MT (light truck) tire segment.
Dodds (Continental): Customers looking to purchase an HP or UHP product are really looking for a balanced product across all attributes of the tire. The tire needs to be highly capable in wet and dry conditions, but also able to manage light snow traction all while maintaining excellent road manners and strong wear. Aesthetics are also important to these customers to match the performance look of the vehicle. The efficiency or rolling resistance of the tire is steadily becoming more and more important as EVs continue to gain market share.
Benson (First Choice Solutions): Wet weather performance and fuel efficiency are becoming increasingly important, along with aesthetics to everyday drivers. What we have also seen for the last year is the shift and demand for quality tires at an unbeatable value.
Paige (Goodyear): Safety remains the foremost priority for most consumers, regardless of road conditions or temperature. Longevity follows closely behind as a key consideration. However, with the increasing power of everyday vehicles, there is a growing demand for tires that offer performance capabilities. This includes features such as high-speed ratings, larger rim diameters and low aspect ratios, which are characteristic of what can be defined as performance tires. As vehicles evolve, drivers are increasingly seeking tires that balance safety and durability with the enhanced performance needed for modern, more powerful cars.
Wang (Gripmax): With extreme weather events becoming more frequent, drivers are prioritizing hydroplaning resistance and wet grip. Also, as fuel prices fluctuate, rolling resistance and energy efficiency are gaining more attention, especially for EV owners. HP/UHP tire buyers are increasingly expecting a balance between high performance and extended lifespan. Beyond speed and handling, drivers now want a smoother, quieter ride, particularly for luxury and electric vehicles.
Han (Hankook): What drivers prioritize largely depends on their needs, which is why it is always critical for dealers to understand their customer’s driving habits and preferences. Across the board, however, as vehicles of all kinds aim for accelerated performance, we expect drivers to seek HP/UHP offerings that address all the features they are looking for. This includes seasonal flexibility, mileage enhancements, comfort and traction. These all should be considered qualities of a premium performance product. Research and development teams will need to continuously innovate with rubber compounds, tread patterns and tire structure and architecture to provide diversified offerings across the high-performance segment.
As noted earlier, we’re also seeing a stronger desire for a UHP product that can enhance the driving experience but also go the distance with greater mileage and durability.
Denlein (Kumho): Drivers are becoming more discerning about the features they prioritize in HP/UHP tires, with the following trends emerging: wet weather performance, fuel efficiency and rolling resistance, aesthetics and customization and ride-comfort.
Wet traction has been a priority for drivers for many years. Tire buyers are looking for tires that deliver exceptional grip on wet surfaces without sacrificing dry performance. Fuel economy is a growing concern for many consumers. Tires with low rolling resistance help improve fuel efficiency, and as more drivers opt for hybrids or electric vehicles, this feature becomes even more important. While performance remains a top priority, the visual appeal of HP/UHP tires has gained importance. Drivers with luxury or sports vehicles often desire tires that complement their vehicle's aesthetics. This includes tire sidewall design and brand identity, which influences purchasing decisions.
For many HP/UHP tire buyers, performance is a balance between handling and comfort. There's increasing demand for tires that offer a smooth and quiet ride, even in high-performance models, ensuring a luxurious driving experience alongside sporty handling.
Chen (Maxxis): For UHP summer tires, dry performance is always the top priority, followed by wet performance and sufficient tread life. UHP all-season tires are growing in popularity among drivers seeking year-round performance without extreme winter capability. Aesthetics are especially important to car enthusiasts, while fuel efficiency is often a lower priority in this segment.
Stephens (Michelin): Here in North America, consumers want a balance of performances, be it dry, wet, snow, etc. However, wet traction is the most evident when it's not there. That's why we focus on delivering high levels of dry and wet grip to give the driver confidence to push their vehicle the way it was intended. In the premium tire segment, the product needs to deliver performance and be aesthetically pleasing. Our research over the years has validated that people care a lot about how the tread pattern and sidewall of their tires appear.
Jones (Pirelli): While drivers in North America still value high performance and aesthetics, wet-weather performance and fuel and battery efficiency have become increasingly prioritized. Consumers are seeking tires that not only offer the thrill of high-performance driving but also deliver on safety and practicality.
Lynch (Sailun): Drivers continue to desire strong performance in all conditions but are placing a higher priority than ever on tire longevity and low road noise, especially among EV and hybrid owners.
Okihisa (SRNA): Drivers are still prioritizing the same things as before. The demand for all-season UHP eclipses summer UHP by a huge margin. Wet performance for increased safety, comfort (now noise, good ride) and good wear life (value) are still top of mind for consumers. EV owners often complain of poor wear life due to the high torque and heavy weight of these vehicles, so are looking for more mileage when it comes time to replace their OE tires. When it comes to high performance tires, good aesthetics is a given. Owners of sporty vehicles expect a great looking tire, and each tire manufacturer has their own idea of what they think makes for an attractive performance tire.
Park (Tireco): Drivers are increasingly prioritizing a balance of features, rather than focusing on one aspect. Wet-weather performance and rolling resistance remain top considerations. Fuel efficiency, once limited to eco-tires, is trending in the HP/UHP segment as well. Aesthetics remain a strong driver for CUV and SUV owners, who want tires that complement the aggressive styling of their vehicles without sacrificing performance.
Parsons (Toyo): UHP tires have become much more than just dry weather tires for spirited driving on the weekends. Improvements in wet traction, durability, noise and fuel efficiency have made strides over the years, and we expect to see more of the same in coming years.
Kane (Turbo): We’re seeing a demand for all-weather traction at higher speed ratings — what once would have been an impossible trade-off.
Parszik (Yokohama): A driver's priority will vary based on a few key factors, including where they live and of course, what/how they drive. In a pure UHP setting, overall handling continues to trump all other benefits. Depending on the sub-segment (i.e., track, summer, all-season, etc.) other performance criteria like wet braking, fuel efficiency, longevity, comfort and noise come into play. Specific to the emerging EV segment of performance tires, we obviously see efficiency playing a factor but given the performance of most of the OE tires, overall tread life is immensely important for consumers.
