BFG 'Awesomecross' Measures New Tire's Fun Level

In connection to its new BFGoodrich g-Force Sport Comp-2 – which made its debut to trade media in a January ride and drive – Michelin North America’s BFGoodrich brand hosted an “Awesomecross,” which the company said tested the correlation between the tire’s performance and the amount of fun drivers have behind the wheel.

In early March, BFG hosted 23 guests – including snowboarder Shaun White – to track both tire performance and driver mood and express the connection between the two in real-time.

The tiremaker worked with The Martin Agency, Deeplocal and the Jason Bruges Studio for the analysis. A video chronicling Awesomecross is available on the BFGoodrich YouTube channel.

For the event, drivers completed a questionnaire and gyroscope measurement for their baseline EEG reaction to g-force. Each Awesomecross vehicle housed small lights in its wheel wells; the lights glowed red, with varying intensity depending on the g-force that the driver was experiencing. Achievements, such as starting fast out of the gate or achieving high g-forces, were indicated by flashing red lights on the BFGoodrich g-Force Sport Comp-2 tires.

Drivers wore EEG headsets to measure the electricity in their brain. “After analyzing an appropriate way to reflect the data collected, the team created mood icons to visualize that data. The nine mood icons each showed varying degrees of how focused vs. unfocused and calm vs. wild the drivers were at different times of their run,” MNA stated.

According to the company, the new tire offers a 30% increase in wet grip and an 8% improvement in dry grip compared to its predecessor, 2004’s original g-Force Sport. The 340AAA UTQG-rated g-Force Sport Comp-2 features shallow shoulder blocks for better feedback at the grip limit; a solid center rib for stability at highway speeds; a hooked tread design that provides biting edges for grip at any cornering angle; and an off-set shoulder groove to maximize tread contact. The “performance racing core” consists of an improved internal structure for increased steering response and control, and a sidewall insert to support precise cornering with up to 40% higher sidewall-stiffening structure, MNA added.

GRI recently conducted programs in Sri Lanka to empower women and motivate children under its Green x Circle initiative. The company said these endeavors aimed to address the needs of the community, focusing on both women empowerment and youth motivation.

GRI recently organized a training program titled "Management of household finance under current economic conditions" at the Ingiriya Rubber Collecting Center in Sri Lanka, South Asia led by Shashika Nimali, an NLP practitioner and life coach. The company said this initiative provided women in the industry with essential skills and knowledge to effectively manage household finances. GRI's tailored training sessions equipped participants with tools for informed decision-making, ultimately fostering greater financial security and independence, the company said.