Truck tire reality check: Michelin introduces its revamped BFGoodrich line. (Michelin Americas Truck Tires)

BFGoodrich truck tires are a reality." John Rice, executive vice president and COO of Michelin Americas Truck Tires (MATT), "officially" introduced the company's new line of BFGoodrich radial truck tires at the recent BFGoodrich commercial tire dealer meeting in San Antonio.

The fanfare followed two years of preparation in which the company spent time listening and learning about the line from its dealers and fleet customers.

The truck tires were brought into the market last year and first sold by a few commercial dealers in the western United States as part of their testing.

But the original line was not without its share of problems.

MATT received many complaints, including the appearance of the tire - users and dealers alike called it "ugly," according to Marc Laferriere, market segment manager for the BFGoodrich brand.

The new line reflects changes Michelin made to address those complaints.

This is the second incarnation of BFGoodrich medium truck tires. Production of BFGoodrich truck tires was discontinued in 1991.

Two-tiered approach

Michelin separates the replacement medium truck tire market into four tiers. The Michelin brand competes in the first tier, or premium segment, which the company says makes up one-third of the …