23 July 2001: Semperit Ireland is introducing a new performance tyre to the market this summer, aimed at dealing with the particularly poor roads in Ireland. The Direction-Sport combines high-speed performance with the safety, comfort and long life demanded by drivers in the growing performance and luxury car market in Ireland.

"Many out-and-out performance tyres are fine on perfect road surfaces, but are poorly suited to the uneven road conditions we experience in Ireland," says Angus Smith of Semperit Ireland. "Direction-Sport is an all-round performer, designed for the driver who is seeking to complement his or her luxury or performance vehicle with a tyre that is both safe, appealing and practical.

"Performance cars were once the preserve of enthusiasts, but the Celtic Tiger has brought them within the reach of a whole new audience. In addition, higher output engines mean many conventional family cars are now entering this segment. Drivers of these cars set as much importance on safety, comfort and long life as on pure ‘performance’."

Semperit estimates that demand for high performance tyres will grow by 40% over the next five years.

The continuous central rib of the Direction-Sport’s tyre pattern increases stability and optimises the steering response, an essential for driving at high speeds. Its rigid shoulder lugs provide outstanding lateral support and stability on bends, while the directionally-orientated tread pattern ensures efficient water displacement on the straight and on bends. The result is high resistance to aquaplaning and short braking distances.

The flat contour provides even ground pressure distribution and heat build-up in the contact patch, making for improved high-speed performance.

The modern silica compound of the new Semperit Direction-Sport also contributes to the shorter braking distance and enhances the handling characteristics. The compound has a high dynamic rigidity, making for highly effective grip in the wet conditions that prevail in Ireland.

The Direction-Sport will be priced at the same level as its predecessor, the Semperit Direction M800. BB