Every year Consumer Reports’ tire team attends the Specialty Equipment Manufacturers Association (SEMA) show in Las Vegas to meet all the tire manufacturers under one roof. It is an effective way to have face time with industry members, learn about upcoming developments and products, and shape our upcoming tire programs. With these insights, we will soon have outlined the tire models that we will be testing for the next major tire report due next year. This much we do know: we’ll be covering ultra-high performance models, including summer, all season, and performance winter tires.

The dismal economy shaped this year’s SEMA show. Big names such as BFGoodrich, Bridgestone, Continental, Dunlop, Firestone, Goodyear, Michelin, and Yokohama were noticeably absent. (Read “2009 SEMA Show: Tire coverage.”) 

But not all companies followed that trend. Cooper had a dominant front entrance booth and was creating a big draw from its major sponsorship of the PBR (Professional Bull Riding) rodeo that was in town the week of the show. Pirelli was there, as in previous years, but employees were dressed in refreshing business-casual attire unlike previous years when the mandatory suit almost made the booth seem overly serious. Pirelli was touting green performance this year. “Green” products seem trendy, but Pirelli’s tact was to demonstrate its new Scorpion Verde All Season tire for SUVs and truck—a tire that is energy efficient and has low noise transmission, but supposedly does not compromise tread life and all-weather grip.

Also present was Hankook, a maturing tire company offering a full array of tire products for aftermarket and original equipment markets. Most Americans’ would be shocked to know that Hankook is the seventh largest tire manufacturer in the world, with record sales tallied in 2008. It perceives itself as the next-generation tire company, growing significantly even during these rough economic times. Upcoming companies like Falken, Maxxis, and Nexen also commanded attention at this year’s show as major contenders in the post-recession period. Nexen plans on developing new tire models dedicated for the North America market soon. They created traffic at their booth with a silly 15-series performance tire in a 365/15R24 size they created—think of an elastic band around a wheel.

Overall, it seemed like the underlying mission among manufacturers was to make a statement of confidence to tire dealers and attendees, moving forward with new products, and a commitment to succeed despite the poor economic conditions. A threat to the big names missing at the show, maybe, but even the major companies present could see the irony by looking down the hallways of the convention center to see so many newcomers. These companies are not household names yet, but can you imagine someday buying tires with brand names like Sunny, Hankang, Linglong, Triangle, and Wanli? Stay tuned.

For Ratings, recommendations, and buying advice on car, truck, and winter tires, see our tires section.

—Gene Petersen

Also see from the 2009 SEMA show:
Better than expected, future looks greener
Our favorite modified Chevrolet Camaros
New iPhone apps for auto diagnostics
World's fastest Honda Civic circa 1976
All shades of green project cars
Surfrider Toyota Camry hybrid CNG
Kustomizing the Toyota Prius
Hot rodders turning green
Auto aftermarket prepares for show time in Las Vegas