Shifting expectations drive off-road innovation

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It’s no secret that consumer preferences are evolving, and their expectations for companies, brands and products are higher than ever.

This is increasingly true in the tire industry, as more consumers seek tires that meet multiple performance needs without tradeoffs. … 

…As the off-road consumer tire segment continues to grow, function is only one part of the equation. Aesthetics also matter.

Read the source article at Tire Business