For years the rise in prominence and market share of high-value and high-margin SUV and 4×4 tyres has continued unabated. During that time the boundaries between cross-over vehicles (CUV), sports utility vehicles (SUV) and 4x4s have been well and truly blurred. Now, with electric drivetrain technology coming to the fore as well, and with some tyre manufacturers making the case for specific electric vehicle-orientated tyres, is a new ultra-high value combined niche emerging? And if so, what does such intersectionality, or perhaps more appropriately since we are talking about tyres cross-sectionality, mean for the wider tyres business?