RoboTire and Detroit Drifting Co. Team Up for SEMA Activation

RoboTire, a Plymouth Township-based robotics and automation company, and Detroit Drifting Co. in Livonia recently partnered on a one-of-a-kind auto build with a twist: the car was sawed completely in half.
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Detroit Drifting Co. in Livonia sawed a vehicle in half to help Plymouth Township’s RoboTire demonstrate its robotic tire changing technology at SEMA in Las Vegas. // Courtesy of RoboTire
Detroit Drifting Co. in Livonia sawed a vehicle in half to help Plymouth Township’s RoboTire demonstrate its robotic tire changing technology at SEMA in Las Vegas. // Courtesy of RoboTire

RoboTire, a Plymouth Township-based robotics and automation company, and Detroit Drifting Co. in Livonia recently partnered on a one-of-a-kind auto build with a twist: the car was sawed completely in half.

The build was designed to demonstrate RoboTire’s patented robotic systems for tire replacement at the recent SEMA Show in Las Vegas.

RoboTire’s system uses robots and proprietary software to change the tires on any light-duty vehicle with precision and in a fraction of the time observed at most tire and auto shops today, the company says.

Detroit Drifting Co. provides products and services that are race-proven and track-tested to ensure reliability and performance. In its partnership with RoboTire, this meant using a plasma cutter to slice a vehicle in half.

Then the company overhauled the interior of the vehicle to make it showtime ready. The half-vehicle was then mounted to a frame that was welded together to hold everything up in a sturdy position so that the assembly could support the full tire-changing process.

“Partnering with a great local company like Detroit Drifting Co. was an exciting way for us to show off the power of Detroit manufacturing and automotive expertise on a national scale,” says Ben Wilson, senior vice president of operations at RoboTire. “We are excited to continue to grow our footprint in Michigan and collaborate other leading companies as we do our part to revolutionize auto service.”

Among the specialty services at Detroit Drifting Co. are alignment, fitment, welding, fabrication, and performance modifications. The company also designs, tests, and manufactures its own line of drifting and road racing products for unique customer needs.

After exhibiting at the world’s premier automotive specialty show in SEMA, RoboTire plans to use the Detroit Drifting Co. build at its headquarters for technician training and customer demonstrations. The display also is expected to be on display at Automate 2021, which will take place in Detroit at Huntington Place June 6-9, 2022.

For more information, visit RoboTire.com.

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