The all-terrain vehicle (ATV) tire segment has grown steadily in recent years. Expanded recreational riding, off-road events, and a growing community of enthusiasts fuel this growth. Many riders treat their machines as both a passion and a lifestyle. They hit the trails and dunes in greater numbers, push their vehicles to the limits, and seek upgrades that match their riding style. Off-road enthusiasm and demanding commercial applications drive demand for consumers choosing ATV/UTV tires.
Sales of utility task vehicles (UTVs) and side-by-sides within the powersports market have also grown steadily. More consumers now discover the versatility of these machines, especially in farm, ranch, and utility applications.
This trend benefits tire dealers. End users want options that deliver traction, durability, and confidence across a variety of terrains.
“Post-pandemic, we’ve seen steady growth, a pattern we expect to continue,” says Rick Emmert, specialty tire division manager for Maxxis Tires. “We foresee incremental increases, especially for brands that consumers know and trust. The increased movement of automotive manufacturers into the powersports market is a positive development, one which should help everyone.”
For tire dealers, the ATV/UTV niche presents a valuable opportunity. Customers in this segment tend to be passionate about their vehicles. They focus on purchase details and eagerly work with professionals who speak their language.
A tire dealer can help a consumer choose the ATV/UTV tire that most closely fits their needs.
Varied Performance Characteristics
The performance characteristics consumers prioritize depend on the terrain they tackle.
In any application, traction is key. Riders want tires that bite into their preferred surface, whether deep mud, loose sand, hard-packed trails, rocky terrain, or snow. They also seek durability, puncture resistance, ride comfort, handling, and longevity. For mud and snow, self-cleaning ability is desirable.
However, riders must weigh and prioritize these traits. One tire cannot deliver all features at once.
“Just as with auto tires, there are trade-offs between characteristics such as traction, durability, handling and so forth,” Emmert says. “A tire must also be suited for the terrain a rider is likely to encounter.
“Consumers should think carefully about what’s most important to them,” he adds. “Is durability what they want most in a tire? Do they prioritize ride comfort? A dealer can help a consumer choose the tire that most closely fits their needs.”
Performance comes from overall design, not just aesthetics, according to Emmert.
“Our compound formulations, quality of raw materials and the overall designs all work together to create products that are durable while also performing at the highest level in racing,” he says.
Tire dealers should make the purchasing process clear by matching tire recommendations to rider terrain, machine capability, and performance goals.
Qualifying Customer Needs When Choosing ATV/UTV Tires
To stand out, tire dealers should use their product knowledge to guide customers in selecting a replacement ATV/UTV tire. They should ask the right questions about how and where the vehicle is used. They should also explain the trade-offs between tread patterns and constructions. This guidance helps riders balance performance, durability, and budget to find the ideal tire.
Emmert notes steady growth in tire sizes, up to 37-inch outer diameter for competitive use. About 14 sizes, ranging from 25×8.00R12 to 35×10.00R15, cover most of the market.
“At the same time, the number of brands has proliferated to the point that consumers may find the sheer variety of choices confusing,” he says.
Dealers should make the purchasing process clear for customers choosing ATV/UTV tires. They can do so by matching tire recommendations to rider terrain, machine capability, and performance goals, according to Emmert.
“When a dealer is uncertain about what to recommend, Maxxis is always a safe bet for proven performance and reliability across a range of retail price positions and a variety of tread patterns designed for specific terrain types.”
He says the company’s Roxxzilla is its premier rock-crawling tire, with multiple KOH wins and a UTV-specific size lineup. Maxxis’ flagship all-terrain line, the Carnivore, was originally developed for the aftermarket but has gained OE fitments from several manufacturers. It features deeper tread depth and open spacing between tread blocks for enhanced mud and loose terrain performance, according to Emmert. The tire’s sizes range from 25×8.00R12 to 35×10.00R15, covering utility ATVs and most UTVs.
