The Crossover SUV market has exploded over the last 10 years. As more and more people have come to the CUV market with more diverse needs and wants, a number of important sub-segments have formed including: sub-compact, luxury and performance CUV’s, to name a few. Making matters more complicated are the wide range of tire types used for Original Equipment. It’s not uncommon to find standard passenger tires, touring tires, performance tires, highway terrain tires, CUV tires or in some cases all-terrain tires on these vehicles. On top of that, the size range for CUV fitments has grown wide in that same time. Consider where we are in 2020. A mainstream brand like Hyundai has a tire as small as 185/65R15 88H on the new Venue, a 245/45R19 98W option on the Hyundai Tucson and up to a 245/50R20 102V on the new Palisade. This wide range of tires combined with how a consumer uses their vehicle can affect a consumer’s opinion of: the OE tire or brand, the vehicle itself or the expectations for a replacement tire. What is a dealer to do? Below we will go through some important market considerations, plus vehicle and size specific examples to help you start a successful strategy for stocking Crossover SUV tires.
The Toyota RAV4 is the original modern CUV. It was launched in 1996 in USA and has been at or near the top of the compact CUV market ever since. The tires that were OE on those early RAV4’s closely resembled what we consider a modern “CUV” tire - as they featured a modified highway terrain all-season design in narrower, smaller diameter sizes that were not traditionally associated with the highway terrain segment.