Atlas was brought to life by specialist engineers, who wanted to develop a range of tyres that were future proof against the changing demands of drivers across the United States. Roads prior to the 1950s were largely unmade tracks, with tyres designed to facilitate multi-terrain adventures and safety across uneven roads.

The engineers behind Atlas always wanted to use innovation to create tyres that would perform well on the growing availability of smooth tarmac roads. The launch of Atlas tyres in the 1950s was built around the need for better performance tyres that would perform well on smooth roads and over longer distances.

Since the release of the first Atlas car tyre range in 1957, the brand has expanded from the high-performance market into tyres for off-road driving and touring, as well as varying tread design to encompass winter tyres and summer tyres, as well as all-season tyres.

Atlas is one of the most popular performance brands that sits in the budget / mid-range market – combining many premium attributes with affordability, so that the tyres are accessible as well as reliable. Because they have long been formulated with attention to innovation and performance, some of the hallmarks of Atlas tyres include unique tyre tread designs that optimise grip on smooth roads, optimised rubber compounds to suit different conditions and driving styles, and long-lasting tyre tread.

Atlas tyres are not as expensive as premium brands like Michelin and Pirelli, though some of the ultra-high performance tyres in the collection are designed to compete against Bridgestone, Dunlop, and other leading performance tyres.

Among the leading features of Atlas as a brand, include the real-world testing that all Atlas tyres are exposed to, the never-ending research and development that underpins testing and production, and the 60+ years of quality present among its extensive range.

Because Atlas tyres was first founded as a brand that produced future-proof tyres for smooth roads and performance driving at higher speeds, many of its leading models and collections are those that work best on smooth roads across changing conditions.

The Atlas Green 4S tyres are among the most popular models, combining four-season performance with the safety required for everyday commuting and driving. Another popular model is the Atlas Force HP high-performance tyre, which supports smooth driving and fuel efficiency in passenger cars.

The Atlas Paraller M/T is an example of Atlas’ off-road driving range with extra grip and deep tread grooves, while the standard Atlas Green HP and Atlas Sport Green tyre range balances dry and wet grip with ease for summer handling and touring.

It’s also worth noting that Atlas has a commercial range of tyres and off-road/SUV tyres, including Atlas Green Van 4S tyres, and Sport Green SUV tyres.

The right tyres for your vehicle, whether from Atlas or another mid-range brand that prioritises your wallet as well as vehicle performance, need to be the right tyre size and rim size specifications to match your car.

Our Knowledge Hub is packed with advice on comparing Atlas tyres with other brands like Goodyear and Falken, tyre maintenance, how to book local tyre fitting, and the importance of selecting the right speed rating and load index rating in line with your vehicle.