The Goodyear Assurance tire is the first mass-market tire with three distinct tread zones. The outer zones are designed for dry performance, the intermediate zones are optimized for wet performance and the center zone is for ice performance. The tire features a directional tread pattern with long, sculpted, sensual shapes that draw the consumer's attention. It looks different, and it looks like it will perform to its claimed abilities. The aggressive appearance helps the dealer explain the tire's benefits and technology to consumers. This simplifies the purchasing decision of consumers who place safety as a priority. The Assurance line is the most successful product launch in Goodyear's history. Actual demand is three times above initial estimates, and Goodyear has expanded production from one plant to four.