Premium POV

Premium: It’s How We Roll.

I’m a big tire guy. If you’ve read some of my other blogs, you won’t find this surprising. You already know I’m a car and motorcycle nut, and tires are the life-blood of both those categories. Whether it’s a fresh set of knobbies for one of the dirt bikes, a new pair of radials for the street bike, or a new set of gumballs for my nasty little Cobra, something always seems to need a fresh set of rubber under it.

The good news is that tires have benefited from technological advancement like few other “basic” categories have. Sure we expect mechanical or electronics brands to improve and advance continuously, but tires?  Yes, indeed. Computer design, testing and advanced features have taken tires to all-new levels of performance, durability and longevity.

Which brings me to the “premium” portion of this blog: you’re hard-pressed today to find a tire brand that ISN’T premium. Review the list of dozens of manufacturers for any given size of popular passenger car tires, and you’ll find the majority to be a premium offering. Whether you’re a Goodyear or Firestone fan, or prefer the international panache of a brand like Michelin, Dunlop, Bridgestone, Yokohama, or Hankook, there are now so many awesome tire brands loaded with technological goodness, it makes choosing difficult.

And this phenomenon isn’t limited to just basic passenger car tires. It’s true in performance styles, SUV tires, off-road designs, and motorcycle tires – both on and off-road. You can now find a variety of exotic tread patterns and sizes to fit virtually any vehicle need or personal taste.

Heck, hot rodders and muscle car fans can now even buy tires that emit colored smoke when you perform “burn outs!” How’s that for a unique premium tire experience?

Perhaps best of all, the cost of today’s premium tire technology is more affordable. Long-suffering gearheads like myself had grown accustomed over the years to emptying our wallets for the latest and greatest tires for our cars or motorcycles. Now, lower oil prices and a bigger choice in worthy tire brands have helped prices come down somewhat – and that’s always a good thing.

Can tires get much better than they currently are? You bet. There are currently designs in the works that don’t even inflate with air – meaning it will be impossible to get a flat. No more punctures, no more blowouts, no more stressful tire changing on the side of the highway!

So the next time you’re in the market for a new set of tires, take your time and do a little research. You’ll be rolling premium in no time… flat!


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