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Last updated 1/22/2025 - Originally published 1/22/2025
Written by SimpleTire
Established in 1917 in Tokyo, Japan, Yokohama is known for innovative tread design and technologies. In the United States, Yokohama tires are suitable for use on passenger cars, light trucks, CUVs, SUVs, commercial vehicles, EVs, ATVs/UTVs, and OTRs. The tire manufacturer offers all-season, all-terrain, UHP summer, UHP all-season, mud-terrain, winter, racing, and commercial tires, which allow drivers to pick the one that best suits their driving style and needs.
On the other hand, Goodyear has its base in Akron, Ohio, and has been in the tire business since 1898. The tire manufacturer has achieved immense success in over a century and its tires have also been used on NASA’s applications and Space Shuttles. It caters to the requirements of passenger, farm, commercial, industrial, OTR, and trailer applications, and its range of dedicated tires for light trucks, CUVs, and SUVs is also great on the performance front. Its offered tire types include all-season, all-terrain, winter, rugged-terrain, all-weather, UHP summer, UHP all-season, mud-terrain, and more.
Here, we will compare the two popular all-season tires of these tire giants, the Yokohama Avid Ascend LX and Goodyear Assurance MaxLife. The best thing about these Yokohama and Goodyear all-season tires is that they both can be used in dry, wet, and light winter conditions. Another good thing about these tires is that you do not have to store an extra set of tires when the season changes as they can be used year-round.
Both, Avid Ascend LX and Goodyear Assurance MaxLife tires are suitable for use on passenger cars, sedans, CUVs, SUVs, and minivans. So, for either of these types of vehicles that you own, you need a reliable set of tires. Our comparative analysis will help you make an informed decision and understand which of the two tires is better overall and offers better performance in traction, handling, and longevity areas. To make it easy for you to judge the suitable tire for your driving needs, we have used our advanced tire rating system, SimpleScore where on a scale of 0-10 we will score each tire for performance reference point.
Yokohama Avid Ascend LX tires
In September 2019, Yokohama launched the Avid Ascend LX which is a touring all-season tire that has earned a reputation because of the various benefits it offers. The Yokohama Avid Ascend LX is engineered to provide solid grip and long-lasting service and also keep the tread noise levels low. It also comes with dedicated features that improve driving performance in milder snow and resist hydroplaning, and there is also an attractive tread life warranty that makes the ownership experience a joyful one.
Overall, the Avid Ascend LX scores a great 8.9 SimpleScore because of its excellent tread life, better handling performance, and strong traction.
Get Yokohama Avid Ascend LX tires at the best deals for your vehicle here
Goodyear Assurance MaxLife tires
Now, let’s talk about the second tire picked for comparison, the Goodyear Assurance MaxLife. The tire was launched in January 2018 and like its competitor, it offers a great year-round performance. There is an exceptional tread life warranty on offer and the construction is optimized for longer service. Compatibility options are in abundance as there are a lot of sizes on offer for the Assurance MaxLife. Expect the Assurance MaxLife to provide all-season reliability and maximized wear performance.
Thanks to its excellent service life, outstanding steering response, and solid year-round traction, the Assurance MaxLife scores an overall 9.0 rating.
Get Goodyear Assurance MaxLife tires at the best deals for your vehicle here
Yokohama Avid Ascend LX vs Goodyear Assurance MaxLife tires on traction
Let’s first talk about the traction performance of both tires as it will help you understand the tire’s ability to maintain surefootedness and grip, and how well it provides traction in rain, shine, and light snow.
Let’s begin with the Avid Ascend LX which scores a great 8.5 SimpleScore in traction and confirms its reliable traction performance in dry, wet, and light snow conditions. For extra-strong grip and dependable traction in light winter conditions, the Avid Ascend LX features wavy 3D sipes and notches on the ribs. Wet traction is boosted with the presence of wide circumferential grooves and lateral grooves that not only prevent the chances of hydroplaning but also improve wet braking performance. Additionally, the advanced L-2 compound of the Avid Ascend LX is also optimized for increased wet grip.
Contrarily, the Assurance MaxLife also scores an 8.5 SimpleScore in traction, making the competition on the traction front a little tougher. The manufacturer utilized the TreadLife Technology that offers solid all-season performance throughout the service life, and the use of an all-season rubber compound provides better grip in varying seasons. Four wide circumferential grooves disperse water for reduced risk of hydroplaning, while the lateral grooves and detailed sipes provide extra grip and traction in rainy and light snow conditions.
Both, the Avid Ascend LX and Assurance MaxLife give each other tough competition on the traction front, which results in a tie!
ADVANTAGE: Tie
Yokohama Avid Ascend LX vs Goodyear Assurance MaxLife tires on handling
Let’s now move to handling analysis and understand how well these tires respond when it comes to steering performance, cornering, lane changes, braking, ride control, and stability.
The Avid Ascend LX ensures reliability in the handling area as well and scores an 8.7 SimpleScore. The wide and flat footprint of the tire ensures consistent contact with the surface and provides better stability, while the shoulder sipes offer great control while cornering. The circumferential and lateral grooves along with detailed sipes across the tread improve braking performance and the multi-pitch tread design that features staggered, offset tread keeps the tread noise levels in control.
On the other hand, the Assurance MaxLife secures a 9.0 SimpleScore in handling, which means the tire won’t disappoint in any of the handling and related areas. The wider and flat contact patch further assists in keeping the rides stable and there are solid shoulders with sipes to provide controlled cornering performance. The three ribs on the center take responsibility for lane changes, allowing you to confidently switch from one lane to another, or overtake the vehicle in a better control. On the braking front as well, the tire doesn’t disappoint as it sports an optimized rubber compound and tread with great details.
In handling, the Assurance MaxLife marginally scores higher than the Avid Ascend and offers better overall controllability.
ADVANTAGE: Goodyear Assurance MaxLife
Yokohama Avid Ascend LX vs Goodyear Assurance MaxLife tires on longevity
Out of the two, the Avid Ascend LX and the Assurance MaxLife, which one is better when it comes to long-lasting, controlling tread wear rate, and avoiding the chances of premature or irregular wear? Let’s find it out here in the longevity analysis.
The Avid Ascend LX is rated an excellent 9.7 SimpleScore rating in longevity and a higher score like this underlines its outstanding ability to resist wear and last longer. Yokohama backs the tire with an up to 85,000 miles limited manufacturer tread life warranty, which is a clear indicator of the tire’s longer serviceability. The Avid Ascend LX features a uniform rubber compound and shape for increased tread life, and similarly, its solid inner construction and flat and wide footprint also control tread wear.
The Assurance MaxLife, on the contrary, also gives tough competition to the Yokohama tire here and scores an exceptional 9.6 SimpleScore in longevity. The patented TreadLife Technology contributes to an increased tread life and offers maximum wear performance. For additional peace of mind, the tire is covered by a standard 85,000 mile limited manufacturer tread wear warranty, which also assures that the tire is built and designed to last for miles.
In longevity, the Avid Ascend LX comes out as a better choice than the Assurance MaxLife.
ADVANTAGE: Yokohama Avid Ascend LX
When to use each
When it comes to the utility of these tires, both Avid Ascend LX and Assurance MaxLife tires turn out to be reliable options for use in dry, wet, and light winter weather. That said, they are not Three Peak Mountain Snowflake (3PMSF) certified, and therefore, should not be a choice for use in moderate to severe winter conditions or when the temperature typically remains below 45 degrees Fahrenheit. These tires should also not be considered for off-road use and if you live in a region witnessing over a few inches of snowfall or where the temperature typically remains close to the freezing levels, winter tires would be a better choice for you.
As far as the rim sizes availability is concerned, the Avid Ascend LX is offered in 15- to 18-inch rim sizes, while the Assurance MaxLife is available in 15- to 20-inch rim sizes. This means the Assurance MaxLife tires offer more compatibility options than the Avid Ascend LX tires.
Which one should you choose?
Based on overall SimpleScore, the Assurance MaxLife is a better choice than the Avid Ascend (9.0 vs 8.9). But, that doesn’t mean the Avid Ascend LX isn’t good as it has its own advantages. Before making a purchase, ensure that you compare the merits of both the all-seasons tires and buy the tire that suits your driving style and needs better.
Regarding pricing, the Avid Ascend LX is available at a starting price of at least $115 per tire, while the Assurance MaxLife is offered at an initial price of at least $147 per tire. That means, a set of four Avid Ascend LX tires will cost you at least $460, while a set of four Assurance MaxLife tires will cost you at least $588.
Looking at the SimpleScore, you must consider the Avid Ascend LX if you:
- Drive a passenger car like the Toyota Camry, a wagon like the Kia Soul, or a luxury full-size car like the Mercedes-Benz S-Class
- Want a tire that’s better in longevity (9.7 vs 9.6)
- Want a tire that offers reliable traction like its peer (8.5 vs 8.5)
- Want a tire that’s more affordable
And, you should pick the Assurance MaxLife if you:
- Drive a CUV like the Nissan Rogue, an SUV like the Toyota Highlander, or a mid-size sedan like the Ford Fusion
- Want a tire that’s better in handling (9.0 vs 8.7)
- Want a tire that’s as great as the competitor in traction (8.5 vs 8.5)
- Prefer a tire that’s compatible with more vehicles on the market and is available in 15- to 20-inch rim sizes
- Want a tire that’s offered with a standard 85,000 miles limited manufacturer tread life warranty for all sizes
Still not sure which tire to buy? Fortunately, SimpleTire is here to help, and our helpful agents will be more than happy to assist you in selecting the right tire for your ride and budget.