Cooper Tire Revamps Website, Demystifying the Tire Selection Process for Consumers

Cooper Tire has redesigned and relaunched its consumer website, The site, which features Cooper-brand car, pickup truck, CUV and SUV tires, has been completely revamped to demystify the tire selection process for consumers. Utilizing insights from comprehensive consumer research, which showed that most consumers are overwhelmed by the tire selection process and view tire buying as an unpleasant chore, the new website features enhanced digital tools, eliminates tire jargon and improves ease of navigation to help consumers select the right tires for their vehicles.

An interactive tire selector guide called ‘Help Me Choose’ aids consumers in finding the right tire by asking three simple questions – vehicle type, expected mileage and typical weather conditions experienced. Through streamlined navigation and user-friendly language, consumers are quickly and easily guided to the tires that meet their unique needs. In addition, much like retail shopping, the site offers intuitive filtering through the use of check boxes related to key criteria utilized in the tire purchase decision. Those browsing the site can also view all Cooper tires and individually select which to compare for greater detail.

“The new Cooper Tires site is driven by consumer research and designed to simplify tire selection without eliminating options. It provides consumers with choices for reviewing and comparing tires, all intended to make the purchase decision easier and less stressful,” said Jessica Egerton, Cooper’s Director of Brand Development. “The site is optimized for mobile viewing, free of tire-related jargon and prominently features unbiased consumer reviews – an important factor in the tire selection process.”

The site also offers enhanced personalized assistance through live chat with a Cooper consumer relations specialist. Live chat provides support for questions related to tire selection, tire maintenance, the tire buying process, warranties and more. The addition of live chat enables consumers to interact with Cooper through their preferred method of communication, be it phone, email or live on the web, creating a more convenient experience.

Consumers can also access educational content that serves as an informative guide for their purchase decision. A simple tutorial, this information makes it easy to understand some of the most important factors to consider when buying tires. In addition, information regarding tire maintenance, including inspecting and caring for tires to ensure safety on the road, is also available.

Egerton added, “Consumers are using tire manufacturer websites as a prime location for comparing products before making a purchase decision. Our new site serves as a helpful guide, providing consumers with the knowledge and tools they need to easily find the right tire for their vehicle and lifestyle, helping them feel confident in their purchase.”

About Cooper Tire & Rubber Company
Cooper Tire & Rubber Company (NYSE: CTB) is the parent company of a global family of companies that specializes in the design, manufacture, marketing and sale of passenger car, light truck, medium truck, motorcycle and racing tires. Cooper’s headquarters is in Findlay, Ohio, with manufacturing, sales, distribution, technical and design operations within its family of companies located in more than one dozen countries around the world. For more information on Cooper, visit, or