The photograph BMW has released to illustrate its new ‘Winter Tyre’ programme isn’t actually very helpful. It suggests this new high performance rubber is only designed for use in snow, which isn’t true. I know why the company has used the image – it’s a dramatic action shot with powder flying in all directions – but it’s actually going to confuse people. The press release has it right; these new tyres are for owners to get the best on-road performance from their car throughout the winter months, regardless of weather. Changing tyres to suit different seasons is already part of mainstream motoring in most of Europe. But it’s never caught on here, I suppose because we confuse winter tyres with snow tyres. Here’s the difference. Snow tyres usually have metal studs in to improve grip, and they’re for use where there’s permanent compacted snow on the road, eg, in Scandinavia. Winter tyres are for use in any weather when the temperature drops below 7°C, but will also work better in snow. They’re made of a special rubber compound, which gets up to temperature quicker when it’s cold. Hats off to BMW for launching the programme; I imagine bosses don’t want a repeat of last winter’s TV coverage of rear-wheel drive cars struggling in the snow. But with prices ranging from £600 to more than £2,000 for four new wheels and tyres, I wonder how many people will actually sign up.
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