Today’s consumers expect more from their tires, especially when shopping for HP and UHP tires.

There used to be a time when tire retailers would offer high-performance (HP) tires only to consumers who drove sports cars. Today, that’s no longer the case, and it’s not uncommon to see HP tires on sedans, crossovers and SUVs. The industry is changing, and tire retailers need to keep pace with changing standards and changing consumer expectations.

“The HP and UHP tire markets are poised for continuous evolution, driven by the growing demands of consumers for an enhanced driving experience,” says Mark Pillow, President at Goodyear Canada. “Rather than a singular breakthrough, we anticipate a continued refinement of key attributes, focusing on achieving a balanced combination of practical performance elements—such as traction and longevity—with features that elevate driving enjoyment. This will include further improvements in grip, handling, comfort, and noise reduction, ultimately striving to provide a more enjoyable and dynamic driving experience without compromising on essential durability and efficiency.”

Notable trends

Joseph Postiglione, Product Segment Manager, PLT & STR at Dynamic Tire agrees. “HP tires are experiencing several notable trends in 2025, driven by advancements in vehicle technology and evolving consumer preferences,” he says.

Postiglione says that tire retailers should expect to see three key trends this year in the HP tire market. The first has to do with OEM requirements. Vehicle manufacturers are constantly improving vehicle technologies, which translates into a demand for tires that optimize performance.

“One of the most notable requirements is the higher speed ratings that HP tires offer, designed to accommodate the improved performance of newer-generation vehicles,” Postiglione adds.

The second key trend is the growing number of electric and hybrid vehicles on Canadian roads. “Tire manufacturers are developing HP tires tailored to meet the unique demands of these vehicles, including support for increased torque and weight,” he explains. “The most noticeable changes include higher load index and XL (Extra Load) construction.”

The third key trend is the ongoing popularity of larger rim sizes and low-profile fitments in both original equipment and aftermarket segments of the tire market. “This reflects consumer demand for enhanced aesthetics and performance,” says Postiglione. “For this consumer group, HP tires offer everything they’re looking for.”

Tire manufacturers keep pace

The good news is that tire manufacturers have stepped up to the plate and are delivering the kind of products HP tire consumers demand. When it comes to electric vehicle owners and their need to maximize range, for instance, James McIntyre, SVP Sales Canada / Product Development North America at Sailun Tire Americas notes that, “manufacturers are developing tires with lower rolling resistance to enhance EV range while maintaining performance.”

McIntyre says that while today’s HP customers expect their tires to deliver performance, they don’t want a tire that does well on dry tarmac alone. “All-season and all-weather performance is important,” he adds. “Consumers are seeking HP tires that deliver reliable performance in a variety of weather conditions, and advances in tread design and rubber compounds are enabling tires to provide superior grip, handling, and safety in both wet and dry environments.”

So where does this leave tire retailers who are eager to cater to the needs and wants of the HP tire customers? Goodyear’s Mark Pillow sums up the matter nicely: “As consumers increasingly seek tires that combine high performance with year-round usability, understanding these preferences is crucial. Consumers want tires that balance traction, comfort, and durability without compromising on performance. Tire dealers must understand what features customers value most, what they are willing to pay for, and which products meet these needs.”

Common HP/UHP Misconceptions

Mark Pillow, President at Goodyear Canada offers the following myth-busting facts about HP and UHP tires, arming tire dealers with the facts than can help them address these misconceptions:

HP/UHP tires are only for sports cars. While it’s true that HP/UHP tires are optimized for high-speed handling, they can also be a suitable choice for everyday vehicles that require precise handling for dynamic driving, including swift lane changes and sharp cornering. Many CUVs, sedans, and SUVs are now equipped with HP/UHP tires to enhance their performance capabilities.

HP/UHP tires are expensive and not worth it. While UHP tires may carry a higher upfront cost, their performance benefits—such as enhanced traction, improved braking, and better handling—can significantly improve driving safety, especially in challenging conditions. The superior performance can justify the investment for those seeking a premium driving experience.

HP/UHP tires are only for speed, not comfort or a quiet ride. Modern HP/UHP tires are designed to offer a balance of both performance and comfort. Advanced tread compounds and optimized tread patterns provide enhanced handling while also minimizing road noise and improving ride comfort—ensuring a quieter and more comfortable experience for everyday driving. 

HP/UHP tires require more maintenance. While HP/UHP tires do require regular maintenance, such as checking tire pressure and ensuring proper alignment, they do not necessarily demand more attention than standard tires when properly maintained. Educating consumers on the importance of tire care—such as maintaining proper inflation and regular rotation—can alleviate concerns about maintenance

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