A recent automotive trends and purchasing habits survey of more than 500 American consumers commissioned by Cooper Tire revealed that even in an era of fuel economy, sport utility vehicles (SUVs) and cross-over utility vehicles (CUVs) are highly popular, with 67 percent of households driving an SUV or CUV, a result topped only by sedans in the Cooper survey. Not surprisingly, the study also found that in households with children, SUVs and CUVs are the number one vehicle of choice, with 52 percent preferring to drive those vehicles.
Staying in tune with consumer preferences such as these, and based on feedback received from consumers and dealers since its initial launch of the Discoverer SRX line in 2014, Cooper has dramatically expanded the size range for the tire, which is specifically designed for SUVs and CUVs. Cooper is rolling out 30 new sizes of the Discoverer SRX, covering a wide range of the most popular SUV and CUV vehicles on the market today, with a range of sizes that allows drivers to find the right match for their vehicle type.
“In addition to the valuable input of consumers, we also continuously evaluate industry trends to ensure that we are providing product solutions that meet the needs of consumers and deliver exceptional value in today’s highly competitive marketplace,” said Jessica Egerton, Cooper’s Director of Brand Development. “For example, data from IHS Automotive, a leading market intelligence firm, supports the trend that CUVs continue to rise in popularity, noting that unit volume sales for this vehicle type have grown by more than 150 percent over the past five years. This additional validation supports the increasing need for a strong assortment of great-performing tires for this category.”
The Discoverer SRX features new silica-based tread compound, combined with patented Stabiledge™ technology and 3D Micro-Gauge™ siping, which deliver more road surface grip for increased traction in various weather conditions, inspiring confidence for drivers and their families.
In addition to its performance attributes, the Discoverer SRX also features Cooper’s innovative Wear Square™, an exclusive visual indicator on the tire that allows drivers to quickly and easily assess the remaining tread life. Built into the tread design, this innovation features the outline of a square located at six points of reference around the inside and outside of the tire tread. As the tire wears, the Wear Square transitions among five stages, beginning with a full square on new tires and transforming into an exclamation mark when the tread reaches 2/32s of an inch, indicating it is time to replace the tire. The Wear Square can also signal uneven tire wear and possible wheel alignment issues.
“Our survey showed that while drivers say long tread life is a very important factor when shopping for tires, the majority of consumers in our survey check tire tread wear only twice per year or less versus the recommended monthly inspection,” Egerton commented. “So, it’s not surprising that more than half of those who answered our survey would consider choosing a tire with a visual treadwear indicator such as Cooper’s Wear Square.”
The Discoverer SRX offers a 65,000-mile treadwear protection warranty and a 45-day road test guarantee that gives SUV and CUV drivers the opportunity to make sure the tires meet their needs or they can be returned. For more information on the Discoverer SRX, visit www.coopertire.com to find a Cooper Tire dealer nearby. Also find Cooper Tire on Facebook, Twitter and Instagram to stay connected.
About Cooper Tire & Rubber Company
Cooper Tire & Rubber Company, together with its subsidiaries, is a leading designer, manufacturer and marketer of innovative, great-performing tires that people depend on for all of life’s road trips, whether on city streets, off-road adventures or high-speed tracks. In fact, Cooper Tire is proud to sponsor and race in all three levels of the Mazda Road to Indy development program within the IndyCar racing series. Cooper tires can also been seen on the track as a sponsor of the IMSA Prototype Lites Series, and competing in the short course off-road TORC Series. Headquartered in Findlay, Ohio, Cooper, together with its subsidiaries, has manufacturing, sales, distribution, technical and design facilities in 11 countries around the world. This year, as we head into our second century in the tire industry, Cooper is looking toward a future where innovation will continue to drive our products and our products will continue to drive the world. To connect with Cooper Tire, visit www.coopertire.com, www.facebook.com/coopertire or www.twitter.com/coopertire.
Cooper Tire & Rubber Company
Michelle Rehbein, 419-423-1321