The event allowed a sneak peek at the testing and briefing sessions that are part of the team’s racing routine, as well as some seat time with team members in a factory-equipped BMW M3.

While the driving was impressive, the real focus was on the Dunlop brand’s return to its roots of performance racing as a way to boost brand awareness. With new product offerings – including the SP Sport Maxx TT – and the association with the racing team, Dunlop is regaining momentum in the performance arena.

In February, BMW Motorsport selected Dunlop as its official race tire for the 2009 American Le Mans Series season. Through the agreement, Dunlop provides tires for the Rahal Letterman team, led by Bobby Rahal, crew chief.

While the team rides on Dunlop SP Sport Maxx racing tires, consumers can look to the new SP Sport Maxx TT for a motorsports-inspired tread that delivers strong grip and steering response, according to the company.

The tire features lower sidewalls reinforced with DuPont Kevlar to help “empower drivers by enhancing driver feedback and precision,” as well as jointless band technology to enable smooth performance at highway speeds and a flange shield to protect rims from accidental curb damage, Dunlop said. The Y-speed rated tire is currently offered in 35 sizes.

According to Dunlop, the company’s track-to-street transfer began in the 1902 Paris-to-Vienna race with fiber technology and low aspect ratio tires used on vintage racing roadsters. By the 1920s, Dunlop was making tires capable of speeds exceeding 186 mph, according to the company. Since then, Dunlop has “left its footprint on every type of motorsport – rallies, circuit races, hill climbs, trials and motorcross.”

Dunlop brand general manager Razvan Bosomoiu said that the most advanced race tire on the track 20 years ago would likely have difficulty keeping pace with today’s SP Sport Maxx TT street-approved performance tire. (Tire Review/Akron)