Fury Tires said the Sierra Hunter ATM received the SEMA 2025 Media’s Choice Best New Product Award. The all-terrain tire targets trail riders, dirt enthusiasts, overlanders and weekend users, Fury said.
Fury Tires said the Sierra Hunter ATM features a mud-style sidewall on an all-terrain platform, aiming to deliver the visual presence of an MT with the on-road manners expected from an AT.
“Drivers today want a tire that looks fierce, performs everywhere, and still rides quiet on the pavement,” said Ernie Boehm, sales director for Fury Tires. “The Sierra Hunter ATM gives them all of that. It’s bold, it’s advanced, and it proves yet again that Fury doesn’t follow industry trends. We set them.”
Chosen by industry media for its design, presence and construction, the Sierra Hunter ATM was recognized with the Media’s Choice Best New Product Award at SEMA 2025.
According to Fury, the tire features:
- Massive sculpted lugs for a rugged appearance;
- Reinforced rubber architecture intended to boost puncture resistance;
- Sidewall traction ribs to enhance grip in ruts, mud and uneven terrain;
- MT-inspired look for AT daily drivers.
Despite its aggressive stance, Fury said the Sierra Hunter ATM is designed for a smooth, quiet highway ride. It features optimized pitch sequencing and a refined all-terrain tread pattern. According to Fury, the pattern features:
- Multi-angle tread blocks for dirt, sand, gravel and loose terrain;
- Stepped stone ejectors to help clear debris and maintain traction;
- Deep sipes for wet handling and all-weather confidence;
- Robust carcass design for off-road resilience without sacrificing road comfort.
