LAS VEGAS — Cooper Tire & Rubber Co.'s newest tire line is taking aim at America's potholes.
The Findlay, Ohio-based company announced the Discoverer EnduraMax at SEMA (Specialty Equipment Market Association) Show.
Built for small to mid-size SUVs, the Discoverer EnduraMax targets a growing sector of customers who want better off-road performance out of their on-road tires.
"Tires are being chewed up by rough roads and are wearing out prematurely due to poor road conditions, which exist nationwide," Mohit Jain, Cooper's vice president of commercial operations in North America, said during the presentation at SEMA.
"Drivers today need a tire that is durable enough to stand up to any kind of road conditions."