In a big-picture sense, the Cooper CS4 tire introduction in Pearsall, Texas, last month was much more than a new-tire launch. It was Cooper Tire & Rubber Co.’s first significant step toward a renewed market approach.

“I think we have been distracted over the last few years, in terms of our focus, our priorities,” said Roy Armes, who took the reigns as president and CEO on Jan. 1. “Right now, we have a high degree of energy and motivation in the organization focused on the right things – growing our business profitably, continuous improvement in the quality area and cost competitiveness,” Armes explained.

He pointed to the replacement, private-label and broadline markets as making up Cooper’s “core business.” Though he was quick to point out that Cooper has no intention of abandoning the high performance or ultra-high performance tire segments, Armes said the tiremaker is looking to redirect its efforts back to its bread and butter – broadline.

“We are sticking to our knitting,” Armes said. “At one time, we were basically a broadline manufacturer, and we were very competitive at that. Over the last couple of years, we lost our focus a bit by starting to go to more high performance, high-margin tires. It took a lot of investment and people’s time to deliver those products, and we lost sight of some of the core business. The CS4 gets us back to that core business,” Armes told journalists at Cooper’s Tire and Vehicle Test Center just outside San Antonio.

Select tire dealers and trade media guests were invited to the 1,000-acre test center Mar. 19-21 to experience the new all-season premium Cooper CS4 touring tire in wet-braking and autocross conditions as well as ‘soft handling’ and quick-lane-change maneuvers.

The CS4 was fitted on Mustangs, Cadillac DTSs and Grand Prixs for side-by-side comparisons with Michelin, Bridgestone and Continental touring tires. Johnny Unser, the former race car driver who has supported Cooper for the past five years, was also on hand to give thrill rides.

Intended for sedans, minivans and crossover vehicles, the CS4 line consists of two all-season tread options – a four-rib tread design (T-rated) and a five-rib design (H- and V-rated), said John Pecoraro, Cooper’s product marketing manager. The T-rated CS4 tire features a limited 80,000-mile treadwear warranty, while the H- and V-rated versions offer a 60,000-mile warranty. In addition, a free, 45-day road test is also available.

The T-rated version carries a UTQG of 780 AA (640 AA for the 14-inch), the H-rated version a rating of 560 AA and the V-rated tire a UTQG of 520 AA, said Pecoraro.

The CS4 will be available in 29 sizes (T-rated) and 31 sizes (H- and V-rated), to fit 14- through 18-inch wheel diameters. It will be produced in Cooper’s Tupelo, Miss., and Albany, Ga., tire plants.

The tire’s R-Tech (Response Technology) construction and extended bead filler offers enhanced handling, control and steering response, according to Charles Yurkovich, vice president of global technical operations at Cooper. The new tire essentially applies ultra-high performance technology in a broadline touring tire, Yurkovich stated.

“This tire is the most thoroughly performance-tested passenger tire in the history of Cooper,” said Yurkovich, adding that the tire has seen more than 10,000 hours of indoor wheel testing and more than 5 million miles of collective vehicle testing.

In early April, a new Web-based training tool featuring the CS4 will make its debut, announced Jim Keller, vice president of marketing. Designed for counter salespeople, the e-learning module will be accessible through cooperworld.net and coopergorillarewards.com, he said.

The CS4 will start shipping in mid- April, according to Keller.

Stay tuned to an upcoming issue of Tire Review for an exclusive, in-depth interview with Armes, the new Cooper boss.