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Yea that's a picture from a few years ago. I can't se the sidewall being very stiff , they loko a bit soft don't they! Probably got a long way to go before that can of tyre is going to be considered.
I read an article in Auto Express (some years ago) and I think it was an alternative to run flats. I don't think the intention was to sell them looking like this, they would have a side wall. They just didn't have a side wall in these so they could demonstrate how the tyre worked. I think I'm right in saying that.