BFG Expands Advantage Line to Light Trucks

Michelin North America’s BFGoodrich brand is expanding its Advantage T/A line to include light trucks, completing the brand’s new Powerline. “We’re basically completing what we’re calling the Powerline. It’s both the passenger and light truck version,” shared Matthew Cabe, senior country operations marketing manager for Michelin.

Michelin North America’s BFGoodrich brand is expanding its Advantage T/A line to include light trucks, completing the brand’s new Powerline.

“We’re basically completing what we’re calling the Powerline. It’s both the passenger and light truck version,” shared Matthew Cabe, senior country operations marketing manager for Michelin. “We like to think of it as one continuous line. There are no overlapping sizes, no confusion there. Our goal is to be simple for our customers.”

The Advantage T/A LT boasts the three As:

– All-season. All-purpose.

– Advanced mileage.

– Agile handling.

Similar to the passenger sizes, the Advantage T/A LT is designed with full-depth features allowing the tire to maintain performance characteristics as it wears.

The new Advantage tire performs in all seasons and features locking 3-D sipe technology that enhances longevity and performance, BFGoodrich said. The sipes lock together under the tire’s footprint to provide stability, giving the tire more biting edges for increased wet and light snow traction. Additionally, Aqua-Flume technology assists all-season grip and wet-weather performance.

The Advantage T/A LT tire has also earned the “three-peak mountain snowflake” rating.

The new Advantage T/A LT will be available in 39 sizes between 15-22 inch wheel diameter, covering 78% of the market. Thirty-three sizes were released in September, with additional sizes coming in March 2018. The tire is backed by a 60,000-mile warranty in V-rated and 65,000-mile warranty in H- and T-rated sizes.

The Advantage T/A LT line will replace BFGoodrich’s g-Force Super Sport, Touring T/A and Long Trail T/A Tour.

BFGoodrich first launched the Advantage T/A line in 2016 with Advantage T/A Sport. The company has since dropped the Sport in it’s light truck line to make nomenclature easier.

“We listened to the dealers and they said the Sport part of the name was confusing; ‘It’s not a UHP tire. It’s a T, H and V rated tire and it has a Sport name on it,’” Cabe said. “To that end we like to say we listened and we reshaped our messaging.”

Dealers can find additional education materials on Michelin Dealer Connect.