Cooper Tire Introduces New Endeavor® and Endeavor Plus® Tires for Passenger Cars and SUVs

Endeavor® Line Provides Reliability and Value

FINDLAY, Ohio, July 1, 2021 – Cooper Tire today announced that its new Cooper® Endeavor® and Endeavor Plus® tires for passenger cars and SUVs, respectively, are now available for dealer orders. The two tires excel in treadwear, wet performance and steering response to provide a safe and reliable driving experience. With long-lasting, 65,000-mile warranties for both tires, the Endeavor and Endeavor Plus are outstanding options for drivers looking for consistent performance in a variety of weather conditions.

A new silica tread compound, combined with water evacuation channels and biting edges in the treads, gives the new Endeavor tires improved wet and snow braking. A new inner construction also provides durability and peace of mind for drivers at every turn. The tires function remarkably well across all seasons, delivering dependable performance throughout rainy spring and snowy winter driving. The tires also deliver 15% better treadwear than their predecessors – the Cooper Evolution Tour and Evolution HT – while still providing a comfortable, quiet ride.

“When developing the new Endeavor and Endeavor Plus, our goal was to create tires that are truly all-around performers,” said Michiel Kramer, Executive Director, Product Marketing, for Cooper Tire. “We also focused on the needs of both consumers and tire dealers. The tires offer great mileage, as well as wet and dry handling performance. At the same time, we have expanded the size offering specifically for CUV and SUV fitments while reducing portfolio complexity, resulting in an easy-to-sell product.”

The Endeavor and Endeavor Plus employ a number of proven technologies to meet consumer needs:

  • A new nylon overlay configuration ensures that pressure is evenly distributed across the tread in order to increase the tread life by 15%.
  • The Wear Square® indicator provides a simple method for monitoring the Endeavor treads’ lifespan.
  • The silica tread compound provides improved wet and winter performance.
  • A new inner construction helps enhance handling to give drivers a more predictable driving experience.

“Through our consumer research, we’ve learned that drivers feel more confident when they experience predictable performance in wet and dry conditions,” said Kramer. “The Endeavor line delivers reliable performance mile after mile in both.”

The Endeavor and Endeavor Plus are now available for dealers to order through their local Cooper Tire sales representative.

About Cooper Tire
Cooper Tire, a subsidiary of The Goodyear Tire & Rubber Company (Nasdaq: GT), specializes in the design, manufacture, marketing and sale of passenger car, light truck, medium truck, motorcycle and racing tires. Cooper is headquartered in Findlay, Ohio, with manufacturing, sales, distribution, technical and design operations located in more than one dozen countries around the world. For more information on Cooper, visit, or

About Goodyear
Goodyear is one of the world’s largest tire companies. It employs about 72,000 people and manufactures its products in 54 facilities in 23 countries around the world. We strive to develop state-of-the-art products and services that set the technology and performance standard for the industry. For more information about Goodyear and its products, go to


Media Contact: Robert Duda
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