Falken revamps high performance tyre offering

2012 has seen Falken revamp its UHP offering to the Irish market. Earlier in 2012, the all-new Azenis FK453 replaced the revered FK452. For the first time Falken offered Y speed rating to the performance market. This was achieved with a tyre that delivered improved grip and lower noise levels as well.

Falken was keen to highlight that its motorsport activities had played a key role in the development of the FK453. This was evident through both the product details and increased awareness campaign citing the firm’s own Porsche that races at the renowned Nürburgring track.

Technologies such as a more warp resistant casing and a nylon-reinforced cover ply that increased high-speed stability were transferred to the road pattern.

Mindful of the introduction of tyre labelling, a combination of tread pattern and compound changes provide an eight percent reduction over the outgoing FK452 in braking distance on wet surfaces. In line with its other new products such as the ZE914, the silica content was raised. The higher content of silica offers a larger contact area and better grip for the same tyre diameter, resulting in stronger interaction with the road surface.

The UHP sector in Ireland is not as strong as in the UK where performance tyres make up 40 percent of Falken’s sales but increasing support for dealers and a closer interaction with new director Matt Smith are an indication of the Japanese brand’s commitment to Ireland. Matt Smith, who joined Falken in the summer of 2012 has just returned from a visit to Ireland to present a range of support measures to help dealers in the market make the most of the advantages Falken’s fresh range can provide.

“The Irish market is continuing to experience very difficult trading conditions.  Financial pressures are feeding the part worn market and despite Falken launching a raft of new patterns in Ireland, like many tyre manufacturers we are finding the new tyre market still in difficulty.”

Smith believes that unlike the UK that he is also responsible for, there are several factors beyond the financial concerns affecting Irish UHP sales. Smith states that consumers that previously only looked for ‘pure’ UHP tyres should consider other models in Falken’s range that are now offered in sizes that were once the domain of pure UHP patterns. “Local road conditions in Ireland don’t always lend themselves well to pure UHP tyres and this sector of the market is relatively small,” adds Smith. “However, we have a very appropriate pattern that was also released this year, the ZIEX914. It offers cost conscious drivers an excellent blend of both grip and economy, both key considerations for the Irish market.”

Dealers looking for something to offer the growing parc of SUV vehicles such as Porsche Cayenne, BMW X5 and even the new Range Rover Evoque could now offer a specific tyre from Falken. Engineers created a UHP road pattern tyre for the SUV sector, the Azenis FK453CC. Good for up to 186mph, the FK453CC (Cross Comfort) offers a solution to drivers of such cars usually fitted with larger rims and low profile tyres that found sourcing a true UHP was challenging. Key selling points designed to counter concerns with such tyres gave tyre dealers something new and different to offer customers.

“Falken’s engineers have addressed the traditional noise issue with such tyres thanks to the introduction of rounder shoulders and phase-shifted tread bars that reduce pass by noise by 15 percent,” says Smith. “We have a good range of sizes, right up to 20” that will satisfy many of the vehicles from this sector on Irish roads.”