JK Tyre keen to ride premium tyre market with Levitas Ultra radials

The Indian tyre manufacturer says it is observing the passenger vehicle segment transition towards premium car models and aims to expand market reach with a new product line.

By Mayank Dhingra and Shruti Mishra calendar 21 Mar 2023 Views icon5778 Views Share - Share to Facebook Share to Twitter Share to LinkedIn Share to Whatsapp

JK Tyre today introduced a new flagship range of tyres aimed at premium cars, under its new Levitas Ultra brand name. The company says it is observing the Indian passenger vehicle segment's transition towards premium car models that have been the key driver behind its foray into the high-end passenger and car radial (PCR) category.

According to JK Tyre, India's appetite for luxury cars has entered the fast lane with the luxury car market witnessing significant growth of 50 percent in CY22, compelling the tyre maker to tap into the growing potential of the segment.

With the Levitas Ultra range, the company has introduced its ultra-high performance tyres in seven sizes, ranging from 225/55/R16 to 245/45/R18. The company says these sizes will cater to 80 percent of the top 20 luxury car models on offer in India.

JK Tyre also says that it will expand the range to up to 22-inch diameter sizes over the next two to three years. The Levitas Ultra range will be produced at the company's Chennai plant which is its hub for PCR tyres.

High-on-engineering Levitas range

According to JK Tyre, the genesis of the Levitas Ultra range started in the company's global technology centre in Mysuru about two years ago. While the tyres were conceptualised in India, the company says they were benchmarked in Europe against the premium offerings from global players. 

JK Tyre also claims that the Levitas Ultra range conforms not only to the Indian road condition requirements but also meets the demand for durability and endurance for such high-performance tyres even for European and American markets.

Levitas Ultra ultra-high performance tyres available in 7 sizes (225/55/R16 to 245/45/R18) cater to 80% of the top 20 luxury car models on offer in India.

The company says it collaborated with a number of technological institutions in Europe to test and develop these tyres. While it is exporting a substantial volume of PCRs from India, JK Tyre initially aims to focus on the domestic market with the Levitas Ultra range.

The Levias Ultra tyres, which are based on a proprietary MFX Polymer or multi-filler XPolymer material technology, are claimed to have been developed and tested over a period of two years in Europe and revalidated for operation in Indian conditions. The MFX Polymer technology, along with high-tension polyester and polyamide materials, allows 20 percent higher structural strength compared to normal polyesters, according to the company.

JK Tyre says the Levitas Ultra range has been extensively tested and also benchmarked against products from European tyre majors. 

JK Tyre says it has also leveraged artificial intelligence-optimised groove designing, to offer superior wet-grip performance, along with offering low road rolling noise, which, according to the company, are the key USPs of the Levitas Ultra range.

The company's technology centre and centre of excellence in Mysuru is focused on the use of advanced materials to create sustainable tyres and offer quality, durability, safety and efficiency.

According to Dr. Raghupati Singhania, CMD, JK Tyre and Industries, "The Levitas Ultra is the latest addition in our product portfolio and it is our flagship product, targeted at the top end of the market. It is designed to handle high performance, and high G-forces exerted on the tyres during their use at high speeds.

"This launch makes the next step of premiumisation of our products easier. Our products have moved higher up in terms of value, and we are now catering to the ambitions of young buyers. As a homegrown manufacturer of tyres, we are well positioned to help India achieve its economic potential by relying on local products," Singhania added.

The JK Tyre & Industries chairman said that the supply chain challenges are easing up, and the market outlook looks optimistic across vehicle segments.

"The demand for tyres is going to grow over the next two- to three years and we are seeing steady growth in the PCR segment. Despite headwinds, the automobile segment in India is poised to register double-digit growth in FY2023. The launch of Levitas Ultra will now help us increase our market reach," Singhania signed off.

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