Michelin’s BFGoodrich brand is looking to position its latest tire, the g-Force Comp-2 A/S, as the go-to tire for Tier 2 ultra-high performance tires. Replacing the g-Force Super Sport A/S, the Comp-2 A/S rounds out BFGoodrich’s g-Force family of performance tires, the tiremaker said.
Michelin unveiled its newest BFG branded UHP at a ride and drive for media this week at Bob Bondurant’s facility at Firebird Raceway in Chandler, Ariz. During the event attendees had the chance to test the Comp-2’s capabilities on a wet and dry autocross and in a wet/dry brake test as well as compare the tire to the brand’s leading Tier 2 competitors.
The tiremaker boasts the Comp-2 A/S is the best BFGoodrich ultra-high performance all-season tire ever. The reason the tire is one of the brand’s best is due to three key technologies; its UltiGrip technology, g-Force tread, and performance racing core.
The tire’s UltiGrip technology is made up of a high-silica compound designed for the wet and dry grip as well as all-season traction. Additionally the V-shaped tread pattern helps evacuate water.
The g-Force tread helps to distribute stresses across the footprint of the tire for more even and long-term wear. And the performance racing core uses an Equal Tension Containment System, Dynamic Suspension System (DSS), and g-Control Sidewall Inserts to provide a reinforced internal structure that increases control while maintaining ride comfort, Michelin said.
To make it easier for enthusiasts to understand the key benefits of the Comp-2 A/S, the brand is promoting the ABCs of UHP. Standing for acceleration, braking, and control, the ABCs is a simply way for counter personnel to promote the tire.
“The ABCs helps those at the counter to easily articulate the benefits of our tire. ‘If you’re looking for a great ultra high performance tire for your Audi or your Volkswagen or Mustang, there are three things that are really important. You want to accelerate faster you want to brake shorter and if you’re dealing with ambient temperature and light snow you want to maintain control in all of those environments. We have a tire that delivers on all of those,’” said Marcus Wilson, BFGoodrich UHP marketing manager.
Available to enthusiasts starting April 1, the tire will be launched with 33 sizes and will have a total of 59 sizes, covering 89% of the market, by the first quarter of 2016. Fitments for the W-rated tire vary in size from 16-inch to 22-inch wheel diameters and cover a wide range of vehicles.
“If its cool, we’ve got the size to fit it,” said Wilson.
Among vehicles the tiremaker will have fitments for are the Ford Mustang and Focus, the Chevy Camaro, Audi A3/5, BMW 3 Series as well as the Scion FR-S, Mazda Miata, Lexus IS and more.
Additionally, the Comp-A/S has a 45,000-mile tread wear warranty.
As part of its advertising, BFGoodrich will challenge the enthusiast with its tagline, “Are you driver enough?”
“The ‘Are you driver enough?’ is a challenge to any consumer who enjoys the drive of their vehicle,” Wilson said. “ There’s a really big gamut of auto enthusiast – we call that consumer the performance seeker. They look for the true performance of their vehicle and the tires in which they equip their vehicle with are the enablers. We want to say we’re confident in our products that we’ll enable the true capabilities you seek for your vehicles.”
Wilson noted, however, that not all performance enthusiasts will utilize the full capabilities of the tires, but the tire will give them the confidence that the product will perform if they need it too.
“A lot of people purchase items they don’t actually see the full value of- golfers for example. There are plenty of golfers who buy professional level clubs and balls and there’s a reason for that. It gives them the confidence that if I want to play well, I’ve got to have the absolute best to up my game. Tires can be the same way,” he said.