Cooper Tire Debuts Discoverer EnduraMax SUV Tire at SEMA Show

Cooper Tire used the recent SEMA show that was held in as Vegas in the first week of November to launch Discoverer EnduraMax, its new all-season SUV tire.

The new Cooper Discoverer EnduraMax tire is specifically designed for the kind of rough roads that can take a heavy toll on tires. The Discoverer EnduraMax tire transfers the advanced technology that is seen in the company’s highly durable off-road tires into all-season tires that are meant for small and midsize SUVs.

The Discoverer EnduraMax tire leverages its Durable-Tread Technology to help extend tire tread life with the incorporation of ultra-durable materials. These materials have the capability to resist wear and tear from rough road conditions like pebbles, gravel and uneven city streets. The tires also use Armor Belt Technology with extra strength steel belts for further reinforcement and for improving handling control.

The new tire sports EnduraGuard Design, a durable internal construction that helps the tire to retain its shape even when the vehicle tackles rough and uneven surfaces, thus increasing the size of the contact patch. Though it has all these features, the Discoverer EnduraMax tire has minimal noise levels thanks to the unique pattern of its tread.

Another notable feature of the Discoverer EnduraMax tire is that it offers excellent winter and snow performance with its Winter Grip technology that enhances traction on snowy surfaces. The Discoverer EnduraMax has the 3 Peak Mountain Snowflake (3PMS) designation and is thus severe weather rated for winter and snow performance.

“Tires are being chewed up by rough roads and are wearing out prematurely due to poor road conditions, which exist nationwide. Drivers today need a tire 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 tires, whatever road they’re driving on.”

The Discoverer EnduraMax is expected to be available at the retail level by early summer 2020.