Phenoma, High Performance Tyre From Lassa for Sporty Drivers

ISTANBUL, April 11, 2012 /PRNewswire/ --

Meet the most dynamic and remarkable member of Lassa product range

Lassa introduces Phenoma, the company's sport tyre, engineered particulary to meet all the sportive needs of passionate driving enthusiasts and high demanding fans who want ultra-high performance as driving conditions change.

     (Photo: http://www.newscom.com/cgi-bin/prnh/20120411/523127 )

The most dynamic and remarkable member of Lassa family, Phenoma  is created  to represent the Lassa brand at its best with the technology, design and concept its behind. Also the latest in Lassa's ultra high performance summer tyre line up, Phenoma, with its excellent performance and its attractive appearance is ready to rise and shine as a popular choice in sport and prestige segment for  upper class automobiles and tuning vehicles.

Phenoma has been developed by the Research and Development Centre of Brisa based on the know-how gained from the experiences of award winning Lassa Rally Team since 2002. Engineers incorporated a new high-tech tread compound into Phenoma in order to increase its traction and handling capabilities on both dry and wet road surfaces. With its maximized contact surface along with reinforced shoulders  and sidewalls, it has extraordinary cornering performance and high speed stability. Its racing-drived state-of-the-art technology also significantly enhances its  cornering response and breaking performance, resulting in excellent driving control, reliability and safety.

The TÜV-SÜD, German Automotive testing authority also tested the tyre against 4 competitors and approved its outperforming "total road performance result." According to the tests, the dry braking distance is 2.9m shorter, the dry handling performance is better up to 2%, the lateral wet performance is 3% better and the wet handling performance is 5% better than the competitors. Phenoma delivers 8% better rolling resistance as well.

Phenoma is available in 11 popular sizes ranging from 16 to 18 inches in diameter for upper class automobile drivers who have sportive driving habits.

Phenoma's Story

In 2009, Lassa has been preparing to launch its most premium product ever. This product was a brand new sport segment tyre, designed to deliver ultra high performance for passionate driving enthusiasts. Such a tyre deserved a name as strong as the features it possesses, for which a competition was launched on a website that is followed by designers internationally.  The competition had a record participation that reached a total of 3,000 participants. Phenoma, abbreviated from the English word, "Phenomenal" and "Phenomenon" was chosen, best representing the characteristics of this new tyre: The most dynamic and remarkable product of Lassa product range.

"We offer a prestigious and different product, Phenoma which will allure all the passionate driving enthusiasts. It is specially engineered in order to deliver all currently available benefits of the latest Lassa tyre technologies in terms of maximum wet and dry performance, excellent driving characteristics and safety. It also completes Lassa product portfolio with a new category of sport segment," said Mr Halit Şensoy, Director of Lassa International Sales and Marketing.

About BRISA: Founded in 1988, BRISA Bridgestone Sabanci Tyre Manufacturing and Trading Inc. (Brisa) is a joint venture company between the Sabanci Group, the leading industrial conglomerate in Turkey and the Bridgestone Corporation of Japan, the world's largest tire and rubber company.

Equipped with state-of-the-art design and production technologies as well as its own dedicated research and development center, BRISA has one of the world's largest tyre production facilities under a single roof with 350,000 m² surface area. With a 10 million-tyre production capacity, it is Turkey's number one and Europe's seventh biggest tyre producer.

About LASSA: Produced by BRISA, LASSA manufactures and sells a wide range of consumer and commercial tyres in over 50 countries worldwide together with 74 international partners at 5,000 points of sale.

Tested and approved by German TÜV SÜD Automotive, one of Europe's leading testing and certification organizations, the products of LASSA tyres earned the endorsements of several leading global automotive manufacturers operating in Turkey, i.e. Isuzu, Mercedes, Ford, Land Rover, Hyundai, John Deere, Tofas-Fiat, Karsan, Otokar, Mitsubishi, Temsa, TTF-Case New Holland.

Producing durable and high-quality tyres for the drivers, requiring both safety and performance as well as expecting maximum value for the money from their tyre choice, LASSA has strong commitment to sustainability which resonates throughout all of its business activities.

Please visit http://www.lassa.com for more information on LASSA tyres and its international sales network.

Media Information:
Aysegul Seferoglu - Effect PR/Edelman's Turkey Affiliate
Tel : +90(0216)474-00-04 ext: 116
GSM : +90(0537)831-02-71
E-mail : aysegulseferoglu@effect.com.tr