The long-term trends associated with the UK’s ultra-high performance tyre segment have continued to develop in line with expectations, but the latest data from market analyst GfK reveals the unspooling effects of three segment defining factors: car-makers’ increased specification of 17” and 18” tyres on mass market, sub-premium models; the broader context of the UK’s high inflation-low growth economic environment; and the rising availability of low-cost tyres from manufacturers outside the premium (and even mid-range) tier. The last of these trends show why the term “ultra-high performance tyres” (or UHP tyres) is inherently suspect, just as “performance tyres” previously became a term applied to the majority of car tyres. The data we discuss in this article refers to high rim diameter products, encompassing everything from 17” up to the specialist products pushing well into the 20s. The tyre demands of new cars in the last decade and more have trended upwards to make the lower end of this range a regulation fitment on family hatchbacks and saloons.