Exclusive Content
Original Shows, Motorsports and Live Events
Due to the EU’s Global Data Protection Regulation, our website is currently unavailable to visitors from most European countries. We apologize for this inconvenience and encourage you to visit www.motortrend.com for the latest on new cars, car reviews and news, concept cars and auto show coverage, awards and much more.MOTORTREND.COM
  • |
  • |
  • Cooper Tire Unveils New Discoverer EnduraMax Tire at 2019 SEMA

Cooper Tire Unveils New Discoverer EnduraMax Tire at 2019 SEMA

Shaun Ochsner
Nov 12, 2019
SEMA isn't just about truck builds and wild modifications. More often than not, real-world vehicle parts are unveiled at the show, as is the case with the Cooper Discoverer EnduraMax.
Cooper Tire held a press conference to announce the tough new all-terrain SUV tire at the 2019 SEMA Show. The Discoverer EnduraMax is designed to handle rough and poorly maintained roads—the tire company recognizes that these types of roads can quickly chew up tires and cause major problems, so it designed a tire that can handle such terrain.
Photo 2/4   |   CooperEnduramaxFront
The tire is built with Durable Tread technology that helps extend the life of the tire tread. The durable materials resist wear and tear, and the technology also helps the tire maintain its round shape when driving over rough gravel or uneven city streets. Cooper's Discoverer EnduraMax is an all-season tire, making it perfect for harsh wintery conditions thanks to a 3 Peak Mountain Snowflake designation (3PMS). What's more, the tread pattern is designed to reduce road noise for improved comfort.
Photo 3/4   |   CooperEnduramaxSide
"Tires are being chewed up by rough roads and are wearing out prematurely due to poor road conditions, which exist nationwide," said Mohit Jain, Cooper's Vice President of Commercial Operations. "Drivers today need a tire that is durable enough to stand up to any kind of road conditions. 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."
Photo 4/4   |   Uncle Cooper
The Discoverer EnduraMax Tire will be available at dealers in the summer of 2020, just in time for next year's camping season. In addition to the new tire release, Cooper also released a new face for their brand and a mascot for the company's advertising. Uncle Cooper is a no-nonsense automotive expert that tells consumers to "Go with the Coopers." He will appear in Cooper's ad campaigns nationwide.

POPULAR TRUCKS

MOST POPULAR

Subscribe Today and Save up to 83%!

Subscribe Truck Trend Magazine

Subscribe to:

Truck Trend
Magazine

PRINT DIGITAL
Subscribe Diesel Power Magazine

Subscribe to:

Diesel Power
Magazine

PRINT DIGITAL
Subscribe Truckin Magazine

Subscribe to:

Truckin
Magazine

PRINT DIGITAL
SUBSCRIBE TO A MAGAZINE
CLOSE X
BUYER'S GUIDE
SEE THE ALL NEW
NEWS, REVIEWS & SPECS