The Focus
Creating a tread design for CEAT truck tyres
Tread pattern needed to communicate highly functional virtues: traction, efficiency and mileage
The design had to be “aesthetically inviting”, but also could not risk compromising on functionality
The Design
Created several design templates inspired by natural terrain and rugged, steadfast animals that symbolised strength: “Everest”, inspired by the tallest mountain on Earth, was selected
Balanced the “land to sea” ratio according to CEAT’s requirements while also managing to communicate the tyre’s selling points
The Story
CEAT (Cavi Electrici e Affini Torino) was founded in 1924 and incorporated as CEAT India in 1958, which many believe to be the true starting point for the company. Through collaborations, acquisitions and other mergers, CEAT now produces over 15 million tyres a year and is one of the most prominent names on the global stage.
CEAT presented to us at Elephant with an unique challenge; to design the tyre for one of their latest products, the CEAT Winmile X3D. This is a truck tyre designed for long haul applications, where highways and freeways constitute of the terrain. Customers also mainly seek a tyre with a high ITM (Initial Tread Mileage) i.e. a tyre that lasts long, doesn’t easily wear off and does not need frequent replacements/upkeep.
The tread is one of the most important features of the tyre, because that is the part that is always in direct contact with the road. CEAT asked Elephant to create a tyre with tread grip that is functionally aligned to the requirements, aesthethically pleasing, yes, besides needed to communicate the cutting-edge features of the tyre in question: namely, traction, efficiency and mileage.
For those in the industry, it is altogether well known that the tread can succeed in communicating something to the consumer on both: the emotional and the functional front.
“The tread is one of the most important features of the tyre, because that is the part that is always in direct contact with the road. CEAT asked Elephant to create a tyre with tread grip that is functionally aligned to the requirements, aesthethically pleasing, yes, besides needed to communicate the cutting-edge features of the tyre in question: namely, traction, efficiency and mileage.”
Majesty of The Theme
Given consumer demands where longevity (mileage) is the primary concern, the tread has to offer that precisely through form, function & communication. Elephant team decided to take inspiration from the rugged imagery from nature to invoke these emotions, where the tread design concept theme ‘Everest’ was finally chosen.
Everest represents everything that is rugged, resilient, mighty, tough and above all, everlasting. It is the pinnacle of all the mountains on Earth and it is every adventurer’s dream – much like that, the tyre represents a peak in the realm of longevity where no other alternatives will work.
“We also had to balance the design template with how practical it would be on the road: the more rugged the tire in its appearance… In a strange twist of fate, trying to echo the tyre’s selling points excessively through the tread could negatively affect its performance!”
We also had to balance the design template with how practical it would be on the road: the more rugged the tire in its appearance (with sharp geometric patterns, interlocking bits, scooped sipes) the more resistance it would offer – and result, eventually in more wear and tear. In a strange twist of fate, trying to echo the tyre’s selling points excessively through the tread could negatively affect its performance!
The team at Elephant, worked around these challenges and other specifications, like keeping the ‘Land’ part of the tire at pre determined % to achieve the optimum traction (the jutting bits that touch the road).
Ultimately, after the initial design, CEAT carried it forward for engineering and prototyping, since tyre manufacture involves many other processes. All of these culminated in the creation of the CEAT Winmile x3-D product, which has been released into the market in 2019.
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