The high performance segment’s continued importance in Europe at a time when price consciousness is at a premium gives Cooper Avon’s brands an opportunity. Representatives of the company told Tyres & Accessories that: “The performance tyre sector of the market continues to be a core part of the brand strategy for Cooper and Avon. There is still a very strong demand from UK and European customers for products that deliver optimum grip and performance but at a less than premium price. Our commitment to this sector is illustrated by the development and introduction this March of the brand new Avon ZZ5 tyre. This is a UHP product that has been designed and manufactured in Europe for European roads and conditions… As another indication of Cooper’s commitment to the market, the Avon ZZ5 was also developed and tested on some of Europe’s most challenging roads and race circuit, including the famous Nürburgring, to help to ensure excellent high-speed durability.” The tyre will receive an official launch later in the year, but is currently available on the UK market, where it is also manufactured.