The first, he said, is tread depth. The tread depth measures 16/32nds-inch for SUV fitments and 18.5/32nds for the light truck fitments.
Those deep treads provide extra durability, according to Mr. Kramer: the SUV version comes with a treadwear warranty of 60,000 miles, while the LT has a 55,000-mile warranty.
"What (the tread depth) gives you is that performance off road, when you have to climb out of the lake bed to give you extra traction," he said.
Secondly, the tire features different designs on each side. One side has a "mountain ridge" type of design, while the other side has a "knife edge" design, a first forCooper.
"As a consumer, you can choose what tire design, what buttress treatment you prefer and mount that side to complement your vehicle," Mr. Kramer said.
Both sides, he said, provide functionality for off-road driving.
The third attribute is the stone blockades in the tread grooves that repel and eject stones to prevent damage to the tire.
In addition, the Rugged Trek employs "whisper grooves" designed to reduce highway noise by slowing down or blocking the rush of air through the grooves. The technology has proved popular on Cooper's AT3 tire line.
"What we're trying to do is disrupt the air flow in a way you have a more comfortable ride," Mr. Kramer said. "That's where the whisper grooves come into play."
The tire features Cooper's Stable Trac Technology: omni-directional, micro-gauge siping, unique to Rugged Trek.
"It functions as a sipe, so it gives you traction, but the way it is shaped, it keeps the integrity of the tread block," Mr. Kramer said. "So when you go off-road, that tread block is still functioning like an off-road tire, and also functions like a normal tread block, with the added benefit of ... additional traction."
The tire's proprietary silica-based tread compound helps wet handling and wet braking off-road, Mr. Kramer said, even in winter conditions.
The tire is manufactured at Cooper's plants in Texarkana, Ark., and Findlay.
Initially, Cooper will offer 18 sizes, covering 16- to 22-inch rim diameters. More sizes might be offered, but the goal now is to make the initial push "successful." Pricing information was not disclosed.
"For me, the key is it is suited for certain consumer needs, it develops and delivers on value and meets consumer expectations," Mr. Kramer said. "That is my key concern, and we have addressed that."