SEMA Sees New Off-Road Tire Rolled Out

OBOR debuts at Las Vegas

December 2018 New Products

Attendees at the SEMA show were treated to a sneak peek at the new OBOR off-road rubber, a full range of ATV/UTV tires for virtually every type of riding, racing and recreating. While you may have not heard of OBOR before, you probably have run their products before since they are one of the largest private label specialty tire companies in the world. So, what’s the plan?

“Starting in the spring of 2019, we are looking to target the U.S. ATV/UTV tire market with a new brand called OBOR,” brand manager Brandon Tai said. “Standing for ‘Our Belief On the Road’ OBOR literally represents our belief that we have the best tires in the business where the rubber meets the road, so to speak. Our brand is based on increasing performance in every terrain.”

Years of R&D have led to tires that are 30 percent better than the competition across the board, claims Tai. “For our tire performance and quality, we had conducted extensive testing in the U.S. with top racers and experienced riders … we will be revealing who our team is later. Our tires were tested against famous brands like Maxxis, CST, ITP, Carlisle, etc., and in blind testing the riders really liked our tires and gave them higher rating than these well-known brands.”

Not only do the tires work well, they have an application for every type of terrain, from the Antelope to the Pinnacle there are 10 uniquely different UTV tire styles alone. “Our two specialty tire manufacturing plants are among the largest in the world, so we have the capability and expertise to roll out a comprehensive array of fully tested tires at SEMA,” says Tai. “Our team of engineers have spent countless hours perfecting our products to give you unrivaled performance.”

If you missed seeing the goods at the SEMA show, connect with OBOR at

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