LAS VEGAS (Nov. 6, 2008) — Popular Mechanics magazine named Yokohama Rubber Co. Ltd.'s dB Super E-Spec low rolling-resistance radial tire one of its 14 “editor's choice” award winners at this year's Specialty Equipment Market Association (SEMA) Show in Las Vegas.
Popular Mechanics singled out the E-spec, being launched in the U.S. next year by Yokohama Tire Corp. (YTC), for its use of renewable resources—orange oil instead of petroleum-based oils, natural rubber instead of synthetic—and lowered rolling resistance.
The magazine gives out the awards annually “in recognition of outstanding achievement in new product and design.” Its editors combed the thousand of new products on display at both the SEMA and Automotive Aftermarket Parts Expo shows to find the winners.
The lower rolling resistance should translate into 3- to 4-percent increased fuel economy, Yokohama said.
YTC plans to roll out the tire in four sizes for Toyota Prius and Camry hybrids and Honda Civic and Accord hybrid models. Yokohama Rubber, YTC's parent, has marketed the tire for more than a year in Japan.