Tire brand
Mastercraft
Mastercraft is an American tire brand owned by Cooper Tire & Rubber, which has itself been a Goodyear company since 2021.
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Brand profile
Mastercraft is an American tire brand owned by Cooper Tire & Rubber, which has itself been a Goodyear company since 2021. Positioned in the budget and mid-range segment, it covers passenger cars, crossovers, SUVs and light trucks. Its lineup includes all-season, performance, all-terrain, snow and winter tires, delivering value for money that is well recognized across North America.
Positioning: Affordable all-season, all-terrain and winter tires for cars, SUVs and light trucks.
History
The Mastercraft brand traces its origin to 1909, when the Falls Rubber Company of Cuyahoga Falls, Ohio, launched the name for its tires and inner tubes intended for the first motorized vehicles, including the Ford Model A. The corporate lineage goes back to 1914 with the M and M Manufacturing Company of Akron, founded by John F. Schaefer and Claude E. Hart, which specialized in patches, cement and tire repair kits. In 1919, auto-parts dealer I. J. Cooper founded the Cooper Corporation in Findlay, Ohio, to manufacture new tires. In 1930, the Cooper Corporation, the M and M Company and the Falls Rubber Company merged to form the Master Tire and Rubber Company, which then inherited the Mastercraft name. The company adopted the name Cooper Tire & Rubber Company in 1946. Starting in 1960, it was listed on the New York Stock Exchange and built a reputation as an independent manufacturer offering reliable tires at an accessible price, with Mastercraft serving as an associate brand sold primarily through independent retailers. Over the decades, Cooper developed the Mastercraft lineup around well-known families: Avenger in performance, Courser for light trucks and SUVs, Stratus in all-season, and Glacier-Grip for winter. In June 2021, Cooper Tire & Rubber was acquired by the Goodyear Tire & Rubber Company, bringing Mastercraft into the Akron giant's portfolio alongside the Dean, Mickey Thompson, Roadmaster and Starfire brands. Today the brand maintains its value positioning, distributed through a broad network of independent retailers in the United States and Canada, where it remains appreciated for its cost-to-performance ratio.
Technologies
Mastercraft tires incorporate several technologies developed by Cooper. The "Noise Sealing" design and the Noise Barrier Walls reduce road noise by blocking air movement through the tread. On passenger models such as the Avenger M8, a wide double center rib delivers stable handling and precise steering response, while multiple circumferential grooves promote water evacuation and limit hydroplaning. The all-season compounds and asymmetric or ribbed tread patterns multiply biting edges thanks to detailed sipes. On Courser all-terrain tires, Stone Armor Ribs protect against stone trapping and reinforced sidewalls improve stability. The Glacier-Grip winter models use variable-depth zigzag sipes and IB-12 stud technology with pre-drilled holes.
Innovations
Mastercraft product development draws on Cooper Tire's R&D, including its technical centers in Findlay, Ohio. The brand's standout innovations relate mainly to acoustic optimization: the "Noise Sealing" rib technology introduced on the Avenger M8 acts as a buffer to dampen vibration and cancel road noise, an unusual selling point in the budget segment. Engineers also worked on pitch sequences to reduce perceived noise in the cabin, notably on the SRT Touring. On the winter side, the IB-12 stud technology improves the placement and quantity of stud holes to maximize grip on ice once studded. In all-terrain, the serrated cleats and Stone Armor Ribs of the Courser AXT2 illustrate the durability effort against abrasion. Mastercraft relies more on incremental improvement and value for money than on motorsport or technology showcases.
Manufacturing
Mastercraft tires are manufactured by Cooper Tire & Rubber, headquartered in Findlay, Ohio. Production destined for the consumer market comes mainly from three U.S. plants: Findlay (Ohio), Tupelo (Mississippi) and Texarkana (Arkansas), which cover passenger and light-truck tires. Since the 2021 acquisition, these facilities have operated under Goodyear ownership. No Mastercraft plant is located in Quebec or Canada: the brand is present there through distribution, sold through a network of independent retailers and wholesalers. Quebec consumers can therefore obtain these tires locally even though manufacturing remains American.
Reputation
Mastercraft enjoys a reputation as a budget-friendly brand offering good value for money, favored by drivers who want reliable grip, decent tread life and a solid warranty without paying premium-brand prices. Tests and reviews generally praise its comfort, low noise level and value, with the Courser AXT2 well rated in light off-road use. Some users, however, report that wet-surface traction could be better and that wear is sometimes rapid depending on the model. In Quebec, suitability depends on the model: for the harsh winter (winter tires are mandatory from December 1 to March 15), the studdable Glacier-Grip is a good fit, whereas all-season models marked M+S do not replace a 3PMSF-certified winter tire.
Models and families
Related Mastercraft models
These families are presented for reference. Actual availability depends on the catalogue and sizes.