The oldest and fiercest tire war is not the one waged for any motorsport victory, but the one that is still trying to win your hearts and wallets. In fact, the latter begets the former. And in a new and changing – and supposedly more caring – world, tire makers are turning to increasingly novel ways to make their tires better and get your attention. Michelin is the latest to catch our eyes with its Primacy MXM4 rubber that uses sunflower oil to help "the tire to maintain its edge in wet and snowy weather and stop up to 19 feet shorter than its competitor."

Called a Luxury Performance Touring All-Season tire, the MXM4 employs Michelin's proprietary Helio Compound+. Get it, "helio?" The sunflower oil helps maintain the rubber's elasticity at low temperatures, which will give you better grip and handling on both wet and wintry roads, as well as shorter braking distances. It also stabilizes the tread block's rigidity, increases mileage and lowers CO2 emissions. It officially goes on sale July 1. In the meantime, we figure Michelin is raiding the bathroom cupboard looking for the next advance in hoops...

[Source: Michelin]