Cooper Tire unveils Discoverer EnduraMax, its new all-season SUV tire at the SEMA Show in Las Vegas from November 5-8, 2019.

The new Cooper Discoverer EnduraMax tire is designed to tackle the kind of rough roads that chew up tires and can be found just about everywhere throughout the U.S. The Discoverer EnduraMax tire leverages advanced technology from Cooper's ultra-durable off-road tires into all-season tires made for small and midsize SUVs.

With its Durable-Tread Technology, the Discoverer EnduraMax tire helps extend tire tread life with ultra-durable materials that resist wear and tear from rough road conditions such as gravel and uneven city streets, which can quickly wear out other tires. With Armor Belt Technology, extra strength steel belts give the new tire added strength to stand up to rough roads, and help to improve handling control. Due to its EnduraGuard Design, a durable internal construction that helps the tire to keep its shape when driving over rough and uneven surfaces, the tire gives drivers better contact with the road. Even with all of these features, the Discoverer EnduraMax tire is exceptionally quiet due to the unique pattern of its tread, which minimizes tire noise.

Additionally, the Discoverer EnduraMax tire offers excellent winter and snow performance with its Winter Grip technology that enhances snow traction. It is severe weather rated for winter and snow performance, holding the 3 Peak Mountain Snowflake (3PMS) designation – another key benefit for drivers.

"Tires are being chewed up by rough roads and are wearing out prematurely due to poor road conditions, which exist nationwide. Drivers today need a tire that is durable enough to stand up to any kind of road conditions," said Mohit Jain, Cooper's Vice President of Commercial Operations. "With the new Discoverer EnduraMax SUV tires from Cooper, drivers can be confident they will get the most out of their tires, whatever road they're driving on."

The new tire will be available in early summer 2020. Visitors can visit Cooper Tire at booth #43019 at the Las Vegas Convention Center

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SEMA: Cooper Tire unveils new Discoverer EnduraMax SUV tire