American women want run-flat tires

THE spare tire will be obsolete in a few short years.

Buyer demand in the U.S. is expected to dictate that car companies will install run-flat tires.

More than 60 percent of United States women hate changing tires, according to a survey by the Goodyear Tire company.

Not surprisingly, the other 40 percent flatly dislike the thought.

According to Goodyear market researchers, these findings indicate a need for extended mobility technology -- or run-flat tires -- on the family car.

More than 95 percent of all motorists believe changing tires on the roadside is dangerous.

More than 68 percent of men "definitely agree" that being stranded along the highway is hazardous.

The vice president for sales and marketing for North America Tire, Marco Molinari, said the research was so compelling that Goodyear was spreading Extended Mobility Technology (EMT) to more vehicle owners, thus eliminating the threat of a disabling flat tires along the nation's highways.

"We don't question the need for extended mobility," Molinari said.

"It's there. Flat tires aren't going away so we need to eliminate the inconvenience and dangers associated with them."

The company plans to introduce early next year (1988) EMT in a wide range of sizes, ultimately covering 75 percent of passenger sedans and minivans on the road today.

Goodyear market research indicates about 80 percent of all American households have experienced a flat tire, and about one- half of those were within the past year.

More than 50 percent were left stranded on the roadside. The American Automobile Association received almost 3.3 million road- service calls for tire problems last year.

The National Highway Traffic Safety Administration estimates about 250,000 accidents a year result from improperly inflated tires.

Another major concern among drivers in the survey was having a flat tire at highway speeds.

Goodyear's EMT tires, capable of operation at up to 90km, are effective on standard wheels, allowing motorists to keep current and replacement costs affordable, Molinari said.

"EMTs are perceived as adding an extra measure of safety and to be a good option for female and older drivers," he said.

"Despite differences in attitudes versus men, women's concept ratings for purchase intent and willingness to pay more were very similar to men's."

JD Power and Associates, a marketing information firm, said consumers would be willing to pay more for a set of run-flat tires.

In 1992, Goodyear pioneered EMT as a tire option on the 1994 Chevrolet Corvette.

Today, EMT tires are standard equipment on the Corvette and Plymouth Prowler, and both are delivered without spare tires and jacks.

The Corvette and Prowler use low-pressure sensor systems to alert drivers when EMT tires are losing air, because Goodyear's EMT performs so well at zero inflation pressure.

The company is working with sensor-system suppliers to market a compatible, affordable system for replacement market EMTs.

-- Reuters