Named the Latitude Cross, the new tyre was officially unveiled Feb. 1 and is already available for U.K. customers. This latest addition to Michelin’s 4×4 range has been designed for the numerous 4×4 drivers who use their vehicle predominantly on the road, but nevertheless wish to take advantage – even if only occasionally – of the off-road capabilities offered by a 4×4.
“The application is 65% on-road and 35% off,” confirms Michelin brand manager Andy Williamson to Tyres & Accessories. “Before the introduction of the Latitude Cross, the Michelin off-road offer was perhaps more restricted than we would have liked, targeted further towards more extreme off-road use. With the Latitude Cross we fill an important gap, the volume 15- to 18-inch market.”
The challenge in designing the Latitude Cross has been to come up with a tyre that addresses two quite different requirements – off-road ability and on-road comfort. Yet Michelin reports the new tyre achieves superior results in areas of performance that were previously irreconcilable. According to the manufacturer’s information, the Latitude Cross provides the same traction as a more dedicated off-road tyre, displaying an ability to grip in mud and to hold and advance on loose ground that is comparable with that of an all-terrain tyre. At the same time, adds Michelin, the tyre offers the same driving comfort as that of a road tyre, despite being intended for combined use. As evidence of this quality, manufacturer even claims the tyre’s quietness is on par with the Latitude Tour HP, a tyre designed for 90% on-road use.
The achievement of performance goals seemingly at odds with another, says Michelin, comes through the employment of three technologies the company’s research and development team pulled from its bag of tricks: The “Mud Catcher” tread, intended to excellent traction on loose surfaces, wet roads and snow; the “Silent Tread” design, a unique curve to the tread block pattern that significantly reduces road noise; and the “Terrain-Proof” compound, an abrasion-resistant rubber that integrates technologies developed for Michelin’s earthmover tyres.
Twenty-four sizes of this replacement for the Michelin Synchrone and 4×4 XTT will be made available in 2009, all in 15- to 18-inch rim diameters. The sizes of the mud and snow marked Latitude Cross available this year are all T speed rated, and include extra load variants. Williamson reiterates that the new Michelin range fills an acknowledged gap in its 4×4 product offering, and the sizes now available feature all the most popular fitments for the U.K. market.
“The Latitude Cross, along with the Latitude Tour HP, represent our core 4×4 segment offer,” he says. “Both tyres are suitable for the popular off-road vehicles in the U.K., such as the Freelander and its equivalents, the compact SUVs. These two lines are our mass market 4×4 offer.” He added that the Latitude Sport, a high-performance 100% on-road tyre, remains at the top end of Michelin’s 4×4 segment range. Aftermarket sizes in the Diamaris line-up will be phased out in the near future, however OE supply will continue.
During 2009, another Michelin Group offering will arrive in the form of the BFGoodrich Mud Terrain 2, which is due in June. This range is being introduced into the U.K. market earlier than originally scheduled, says Williamson, in order to be ready for the application of the European Commission’s e-noise regulation, in force as of Oct. 1.
Sales of new 4x4s have taken a hammering of late, dropping by around 20% in 2008. Williamson acknowledges this market is still shrinking, however he comments that Michelin anticipates a pick up in 2010 on the back of the release of new models in the smaller SUV segment. “The 4×4 tyre market is buoyant anyway,” he says, expressing Michelin’s confidence in the segment’s future. “It has experienced extreme growth during the last five years, and this growth, although steadier, will continue. The U.K.’s 4×4 car parc is still growing.”
As for the size of the 4×4 tyre market in the U.K., Williamson believes the presence of parallel and grey imports make pinpointing an exact number close to impossible – at any rate it is likely to be well in excess of two million pieces, he comments, considerably above official numbers. For Michelin, the smaller 4×4 size 215/65 16H remained the most popular in 2008.
The OE market is of great importance for Michelin’s U.K. 4×4 tyre business, Williamson shares. “The OE 4×4 vehicle market for Michelin is important as the like for like replacement of tyres with the OE brand is stronger on 4×4 than car. This is particularly the case in the luxury 4×4 vehicle market and explains why Michelin is homologated on such vehicles as the Audi Q7, Porsche Cayenne and Volkswagen Touareg.” (Tyres & Accessories/Staffordshire, U.K.)
