Cooper Tire unveils new Discoverer EnduraMax Tyre at SEMA

Nov 7, 2019   Tier Suppliers

Cooper Tire introduced its latest innovation in all-season SUV tyres at the Specialty Equipment Market Association (SEMA) Show in Las Vegas.

The new Cooper Discoverer EnduraMax tyre is designed to tackle the kind of rough roads that chew up tires and can be found just about everywhere throughout the US. The Discoverer EnduraMax tyre leverages advanced technology from Cooper's ultra-durable off-road tyres into all-season tires made for small and midsize SUVs.


With its Durable-Tread Technology, the Discoverer EnduraMax tyre helps extend tyre tread life with ultra-durable materials that resist wear and tear from rough road conditions such as gravel and uneven city streets, which can quickly wear out other tyres. With Armor Belt Technology, extra strength steel belts give the new tyre added strength to stand up to rough roads, and help to improve handling control.


Due to its EnduraGuard Design, a durable internal construction that helps the tire to keep its shape when driving over rough and uneven surfaces, the tire gives drivers better contact with the road. Even with all of these features, the Discoverer EnduraMax tyre is exceptionally quiet due to the unique pattern of its tread, which minimises tyre noise.


Additionally, the Discoverer EnduraMax tyre offers excellent winter and snow performance with its Winter Grip technology that enhances snow traction. It is severe weather rated for winter and snow performance, holding the 3 Peak Mountain Snowflake (3PMS) designation – another key benefit for drivers. 


"Tyres are being chewed up by rough roads and are wearing out prematurely due to poor road conditions, which exist nationwide. Drivers today need a tyre that is durable enough to stand up to any kind of road conditions," said Mohit Jain, Cooper's Vice President of Commercial Operations. "With the new Discoverer EnduraMax SUV tires from Cooper, drivers can be confident they will get the most out of their tyres, whatever road they're driving on."


The new tyre will be available in early summer 2020. 

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