Michelin North America is looking to position its latest BFGoodrich brand tire, the G-Force Comp-2 A/S, as the go-to tire for Tier 2 ultra-high performance tire shoppers. Replacing the G-Force Super Sport A/S, the Comp-2 A/S rounds out the BFGoodrich G-Force family of performance tires, the tiremaker said.

Michelin unveiled its newest BFG branded UHP at a ride-and-drive for media this week in Chandler, Ariz. During the event, attendees had the chance to test the Comp-2’s capabilities on a wet and dry autocross and in a wet/dry brake test, as well as compare the tire to the brand’s leading Tier 2 competitors.

The tiremaker boasts that the Comp-2 A/S is the best BFGoodrich ultra-high performance all-season tire ever.  The reason the tire is one of the brand’s best is due to three key technologies; its UltiGrip technology, G-Force tread, and performance racing core.

UltiGrip technology is made up of a high-silica compound designed for the wet and dry grip, as well as all-season traction. Additionally, the V-shaped grooves in the tread pattern help evacuate water.

The G-Force tread helps to distribute stresses across the footprint of the tire for even and long-term wear. And the performance racing core uses an Equal TEnsion Containment System, Dynamic Suspension System (DSS), and G-Control Sidewall Inserts for a reinforced internal structure that increases control while maintaining ride comfort, Michelin said.

To make it easier for consumers to understand the key benefits of the Comp-2 A/S, the brand is promoting the “ABCs of UHP.” Standing for Acceleration, Braking, and Control, the “ABCs of UHP” is a simple way for sales personnel to promote the tire, the tiremaker claimed.

“The ABCs helps those at the counter to easily articulate the benefits of our tire. ‘If you’re looking for a great ultra high performance tire for your Audi or your Volkswagen or Mustang, there are three things that are really important. You want to accelerate faster, you want to brake shorter, and if you’re dealing with ambient temperature and light snow, you want to maintain control in all of those environments. We have a tire that delivers on all of those,’” said Marcus Wilson, BFGoodrich UHP marketing manager.

Available to consumers starting April 1, dealers can start placing orders today. Initially, the tire will be launched with 33 sizes and will eventually have a total of 59 sizes, covering 89% of the market, by the first quarter of 2016. Fitments for the W-rated tire vary in size from 16- to 22-inch wheel diameters and cover a wide range of vehicles.

Among vehicles the tiremaker will have fitments for are the Ford Mustang and Focus, the Chevy Camaro, Audi A3/5, BMW 3 Series as well as the Scion FR-S, Mazda Miata, Lexus IS and more. “If its cool, we’ve got the size to fit it,” said Wilson.

Additionally, the Comp-2 A/S has a 45,000-mile treadwear warranty.

As part of its advertising to support the new line, Michelin will challenge the consumer with its tagline, “Are you driver enough?”

“‘Are you driver enough?’ is a challenge to any consumer who enjoys the drive of their vehicle,” Wilson said. “There’s a really big gamut of auto enthusiasts – we call that consumer the ‘performance seeker.’ They look for the true performance of their vehicle, and the tires that they equip their vehicle with are the performance enablers. We want to say we’re confident in our products that we’ll enable the true capabilities you seek for your vehicles.”

Wilson noted, however, that not all consumers will utilize the full capabilities of the tires, but the G-Force Comp-2 A/S will give them the confidence that it will perform if they need it to.

“A lot of people purchase items they don’t actually see the full value of – golfers for example. There are plenty of golfers who buy professional-level clubs and balls and there’s a reason for that. It gives them the confidence that if I want to play well, I’ve got to have the absolute best to up my game. Tires can be the same way,” he said.

Dealers will receive sales kits for the G-Force Comp-2 A/S no later than March 31. The kits will include window clings, brochures, as well as print advertising and radio scripts for dealers to use.

As part of its tire promotion and dealer education, the BFGoodrich team will showcase the G-Force Comp-2 A/S to dealers around the country. Currently there are 35 events in 20 different markets scheduled between April and August.

Dealers who attend the ride-and-drive events will have the chance to try out the Comp-2 A/S for themselves on both dry and wet courses. Additionally, there will be classroom information discussing the brand’s recently launched All-Terrain T/A KO2.

Demonstrations will start on the west coast and move east. Among the cities the showcase will visit includes Dallas, Atlanta, Charlotte, Boston and Philadelphia. Dealers who want to learn more about attending the events should speak to their Michelin sales representative.

The tire will be produced at Michelin’s Tuscaloosa, Ala., tire plant.