Goodyear’s Mickey Thompson and Cooper brands sweep top three SEMA new product awards

Las Vegas, NV – At the 2021 Specialty Equipment Market Association (SEMA) Show, Mickey Thompson Tires & Wheels’ Baja Legend EXP off-road tire has claimed the coveted Best New Product Award, and Mickey Thompson’s ET Street Front drag tire and Cooper Tire’s Discoverer Snow Claw were named to the award’s two Runner-Ups. Through these victories, Goodyear has earned a complete sweep of the award in the Tire and Related Product category.
“Designing and creating the best tires for our customers is at the heart of what we do, and we are appreciative of SEMA for recognizing the new Baja Legend EXP and the ET Street Front tires,” said Dominick Wycoff, president of Mickey Thompson Tires & Wheels. “We understand the needs of consumers and are committed to producing quality and innovative tires that can help drivers hit the road with confidence.”

SEMA’s Best New Product Awards are presented to the most innovative and cutting-edge automotive aftermarket products, and Baja Legend EXP, ET Street Front and Discoverer Snow Claw emerged in their respective categories, demonstrating exceptional performance.

“Our focus is on making quality tires that meet the needs of today’s drivers wherever their journey takes them – even through the most extreme weather and demanding terrain,” said Michiel Kramer, executive director, Product Marketing for Cooper Tire. “The technology that goes into our tires play a crucial role in a vehicle’s overall performance, and we are extremely proud to see Discoverer Snow Claw recognized for its innovation, technology and impact.” Mickey Thompson and Cooper’s award-winning tires will be on display throughout the 2021 SEMA Show at booth 84180 and 45021, respectively.