What are some of the most common misconceptions about high performance (HP) and ultra-high performance (UHP) tires — and how can tire dealers address these myths during the sales process? Several tiremakers and suppliers offer advice in this MTD exclusive.
BRANDON STOTSENBURG, vice president, automotive division, American Kenda Rubber Industries Inc.: Consumers will sometimes question the need for higher speed-rated UHP tires because (they will say) “I don’t drive that fast.” Tire dealers know that speed ratings really reflect performance ratings and should always ask qualifying questions as they understand the vehicle and can properly explain the tire performance options.
Many consumers also believe that the uniform tire quality grade (UTQG) differences among different brands will reflect the actual wear and mileage expected for the product. This is often not true and retailers should remember that the UTQG should reflect the wear/mileage within a manufacturer’s product lineup, but not compared to other manufacturers’ products.
This is very evident in the maximum performance summer segment, where many brands compete but offer significantly different, realworld wear performance. Consumers often don’t understand the ride/balance/uniformity interactions of the tire and the wheel assembly. Ride and handling will be determined by the assembly — not just the tire. Explaining the benefit trade-offs along with these misconceptions will allow the retailer to be a performance expert that will be trusted!
DAN COHEN, director of motorsports and marketing, XComp Tires, American Pacific Industries: I believe consumers sometimes think that HP/UHP tires are only for high performance sports cars.
In reality, everyday passenger cars of the present have the same if not more power than the sports cars of the 1990s and 2000s.
Also with the greater emergence of electric vehicles comes the demand for performance tires that can handle the torque and weight of electric cars/trucks.
At the sales counter, education is key. Tire dealers can help guide the consumer to the correct choice.
MICHAEL MATHIS, president, Atturo Tire Corp.: Consumers may be concerned about using a UHP tire as a daily driving option. This could be due to tread life or all-season concerns. The most important thing for a dealer to do is properly educate the customer about the benefits and tradeoffs of a UHP tire. When done correctly, this creates a satisfied customer and future sales opportunity.
The need for proper maintenance (rotations and alignment) — along with the replacement sale or winter set of tires — should be discussed and planned for as part of the UHP sale. When properly matched with the consumer’s expectations, UHP tire sales are a source for immediate profit and repeat sales.
IAN MCKENNEY, senior product manager, Bridgestone Americas Inc.: A common misconception is that all HP/UHP tires are track-capable. Educate (customers) that not every UHP tire — especially (a) summer tire — is a track tire. We encourage dealers to ask questions to help understand how the consumers intend to use their tires and help them understand what tires are appropriate for track use and which are not.
NATE DODDS, product manager for performance tires, Continental Tire the Americas LLC: Electric vehicle consumers have a misconception that electric vehicles need a specific tire and tire category — primarily a touring type of tire. As has been done in the past, each customer should be qualified by the dealer to make a recommendation. As with internal combustion engine (vehicle owners), there will be customers who would like a touring tire, but also customers who are more performance-oriented and therefore should be recommended a HP/UHP-type tire.
JOSH BENSON, vice president, First Choice Sourcing Solutions: Many consumers believe HP/UHP tires are only for high performance sports cars or are unnecessary for everyday vehicles. In reality, these tires offer benefits like improved handling, wet weather performance and fuel efficiency, making them ideal for a wider range of vehicles, including performance SUVs and sedans.
Dealers should educate customers on how HP/UHP tires improve safety and performance — such as better braking and stability — even at moderate speeds (and by) emphasizing the total value, including longer tread life and fuel savings.
JENNY PAIGE, director of product planning, Goodyear Tire & Rubber Co.: Consumers often have misconceptions about HP and UHP tires, which can impact their purchasing decisions.
While some consumers are enthusiasts with a deep understanding of these tires, others — often referred to as accidental performance buyers — may require HP/UHP tires simply due to the specifications of their vehicle.
Tire dealers can help address these misconceptions by providing information on vehicle tire requirements, differentiating tire technologies and emphasizing proper maintenance. By doing so, dealers can build trust with customers and guide them toward more informed purchasing decisions.
Common HP/UHP misconceptions include consumers thinking HP/UHP tires are only for sports cars. While it’s true that HP/UHP tires are optimized for highspeed handling, they can also be a suitable choice for everyday vehicles that require precise handling for dynamic driving, including swift lane changes and sharp cornering. Many CUVs, sedans and SUVs are now equipped with HP/UHP tires to enhance their performance capabilities.
Another misconception is that consumers think HP/UHP tires are expensive and not worth it. While UHP tires may carry a higher upfront cost, their performance benefits — such as enhanced maintaining proper inflation and regular traction, improved braking and better handling — can significantly improve driving safety, especially in challenging conditions. The superior performance can justify the investment for those seeking a premium driving experience.
Many consumers assume that HP/UHP tires prioritize speed and performance at the expense of comfort and noise reduction. However, modern HP/UHP tires are designed to offer a balance of both performance and comfort. Advanced tread compounds and optimized tread patterns provide enhanced handling, while also minimizing road noise and improving ride comfort — ensuring a quieter and more comfortable experience for everyday driving.
Finally, some consumers may believe HP/UHP tires require more maintenance.
While HP/UHP tires do require regular maintenance, such as checking tire pressure and ensuring proper alignment, they do not necessarily demand more attention than standard tires when properly maintained. Educating consumers on the importance of tire care — such as rotation — can alleviate concerns about maintenance.
Addressing these common misconceptions is essential for tire dealers to help consumers make more informed and confident purchasing decisions. While high performance tires often appeal to knowledgeable enthusiasts, there is also a significant number of accidental performance buyers — consumers who need HP/UHP tires due to the specific requirements of their vehicles. To effectively serve these customers, dealers must offer clear, insightful information about tire specifications, performance technologies and maintenance best practices.
By educating consumers on how to select the right tire for their needs and emphasizing the value of proper care, dealers can build trust, strengthen customer relationships and ultimately position themselves as trusted advisors in the HP/UHP tire market. This proactive approach not only enhances customer satisfaction but also drives sales and longterm loyalty.
DAVID WANG, managing director, Gripmax Tires Inc.: A misconception consumers may have is that (HP and UHP tires) don’t work in bad weather. Educate consumers on advancements in all-weather UHP designs that perform well in various conditions.
Another misconception is that these tires are too expensive for what they offer.
The dealer should explain the long-term value through better performance, safety and durability and consider offering financing options. Dealers should also address concerns of tire wear by discussing proper maintenance practices, alignment and rotations to maximize tire life.
JIN HAN, product manager, Hankook Tire America Corp.: Perhaps one of the biggest misconceptions is that HP/UHP tires are only for sports cars and luxury vehicles. The reality is that while the high performance segment may have been designed with those specific vehicles in mind, the increased demand for an enhanced driving experience across the board means we are increasingly seeing OE fitments for more mainstream vehicles, such as SUVs and electric vehicles.
We also often see concerns about the HP/UHP segment not performing well in wet or wintry weather. While the latter is certainly true — and we would recommend either a seasonal pairing of tires or looking into all-weather offerings — many UHP tires are engineered with wet traction variables in mind.
And finally, a common thought is that all tires in a particular segment are made equally. Some drivers may think that because a tire is labeled HP/UHP, for example, that it’s exactly like its neighbor in the same segment. However, elements, including tread pattern and composition, can differ from one tire to another. Consider what a particular tire — high-performance or otherwise — was designed to do, whether that’s optimized performance in certain conditions (wet or dry) or if it’s designed for certain speeds.
To address these misconceptions, dealers should focus on driver education and, in turn, take the time to educate themselves on each driver’s unique needs.
Two-way communication will ensure that every driver heads out with the right fitment for their vehicle and needs.
SHAWN DENLEIN, president of sales and marketing, Kumho Tire U.S.A. Inc.: Several misconceptions exist about HP/UHP tires that tire dealers need to address.
While HP/UHP tires are often associated with high performance sports cars, many vehicles — ranging from luxury sedans to performance-oriented family cars — also benefit from and in some cases, now spec these tires. Dealers should emphasize the broader range of vehicles that can benefit from HP/UHP tire performance, not just sports cars.
Many consumers believe that HP/UHP tires wear faster due to their performance characteristics. While these tires are designed for optimal handling, advancements in rubber compounds and tread designs have led to tires with higher mileage warranties. Dealers should educate customers on maintenance tips and highlight newer, longer-lasting HP/UHP options.
WALTER CHEN, product strategy specialist, Maxxis International-USA: Common misconceptions about UHP tires include that they are only for high-end sports cars, wear out quickly, are noisier, have a harsher ride and are more expesive. Dealers can let consumers know that UHP tires enhance handling, braking and cornering for a wide range of vehicles.
They could also highlight advancements in tire technology that improve tread life, comfort and noise levels. And they can add that UHP tires are now relatively more affordable than before.
ANDREW STEPHENS, brand manager for UHP tires, Michelin North America Inc.: Particularly in the HP/UHP segment, consumers don’t fully understand the difference between an OE-replacement, OE-marked tire and a standard replacement market tire of the same product name. For example, in development with vehicle manufacturers, Michelin may tune a tire by adjusting compounds, belt angles, width and depth of the tread, etc., to meet the performance needs of the OEM.
The standard replacement market tire is tuned to perform across various vehicle platforms. If the consumer wants to maintain the original driving performance, it’s important they replace their set of tires with an OE-marked tire. Dealers can help educate their customers on this point when validating their needs during the sales process.
STEVE BOURASSA, director of products and pricing, Nokian Tyres Inc.: Dealers can educate consumers that they don’t have to sacrifice safety or longevity to get the performance they want out of their tires. While there will always be trade-offs, better technology is helping tiremakers balance responsiveness to the road, long tread life and rolling resistance. These days, it is possible to achieve safety, efficiency and durability in a tire that’s still built to hug the corners and power quick acceleration.
BRYCE JONES, head of product marketing and training, Pirelli Tire North America Inc.: A common misconception is that HP/UHP tires are only suited for performance cars and are not practical for everyday driving, especially in varying weather conditions. Many consumers also believe that UHP tires wear out quickly or are too noisy for daily use. It’s important to explain the technology behind these tires, such as advanced tread designs and materials that improve both longevity and overall performance.
JARED LYNCH, vice president of sales, corporate accounts, PLT, North America, Sailun Tire Americas: Look for premium quality that delivers the best value. Consider whether the tire features a modern, updated tread design and how long it has been in production. Reviewmileage warranties and explore additional value-added programs.
TOM OKIHISA, PCR product manager, Sumitomo Rubber North America Inc.: One misconception is UHP tires have a harsh ride. This may have been true before, but the latest UHP tires can offer a great ride. Just understand the consumer’s expectations. See what they have on their vehicle now so you can make a good recommendation.
Another misconception is that UHP tires wear out fast. Again, this was often true before, but less so now. Most all-season UHP tires come with a mileage warranty and over the years, the level of coverage has increased. We’re seeing a trend where even some summer UHP tires have mileage warranties. Know what the consumer was running before and you can probably find an option that will give them more miles the next time.
MARK LINDSEY, chief strategy officer, Tire Group International LLC: Overall, our industry is constantly evolving to meet the demands of car enthusiasts, motorsport professionals and everyday drivers. Today, advancements in tire technology continue to provide consumers with a variety of options that deliver superior value without sacrificing the handling and performance characteristics required for today’s most discerning drivers.
Tire dealers should embrace these emerging trends by partnering with their suppliers to develop a category management strategy to meet demand and optimize profitability in the UHP/HP segment.
MIKE PARK, assistant director of marketing, Tireco Inc.: A common misconception is that UHP all-season tires perform optimally in all weather conditions.
While these tires offer versatility, they do not offer the same performance of summer tires or winter tires. Dealers should emphasize the importance of choosing the right tire for the customer’s specific needs.
Another misconception is that HP/UHP tires have the same tread life as touring tires. Educating customers about the performance trade-offs, such as faster tread wear due to softer compounds designed for grip, is helpful in making informed decisions.
CAMERON PARSONS, technical field manager and business development, Toyo Tire U.S.A. Corp: UHP tires are no longer reserved just for sports cars in dry weather. Most customers are looking for versatility and today they have options.
PHILLIP KANE, CEO, Turbo Wholesale Tires LLC: Most consumers are unaware that their new sedan, CUV or SUV was manufactured with HP/UHP (tires), and often run-flat tires. So the price-shock that can occur at first replacement can be significant if the person behind the counter isn’t effectively qualifying the buyer.
LARRY HARMON, regional sales manager, Unicorn Tire Corp.: One of the biggest misconceptions is that HP/UHP tires are only for sports cars. The reality is that modern HP/UHP tires cater to a wide range of vehicles, including sedans, luxury cars and even some CUVs. Dealers should take the time to educate customers on the benefits these tires bring, such as improved handling, safety and durability.
It’s important to highlight how advanced tread patterns, rubber compounds and design features can offer a performance edge tailored to their specific vehicle.
RYAN PARSZIK, manager product planning, Yokohama Tire Corp.: Many consumers believe that HP/UHP tires are only for sports cars, but that’s not the case with many passenger cars, CUVs and EVs (coming) with HP/UHP tires. Also a concern comes from consumers thinking they will wear out quickly or have a harsh ride, which in reality, is not true. Many HP/UHP tires have a very competitive long mileage warranty and balance low noise with a nice ride.
