Runflat tyres make for an uncomfortable ride, or so we're told. To their credit tyre-maker Goodyear admit that their previous run-flat tyres were pretty uncomfortable, though they reckon their most recent black circles are much better.
The firm's RunOnFlat technology means that rides are much more supple now, offering the peace-of-mind of an extra 50 miles of driving on such tyres even with a flat.
We've had a display of Goodyear's RunOnFlat tyres at the MIRA test facility - where cars and tyres get put through their paces - and can attest to the comfort of the run-flats while inflated.
But what's really impressive is how driveable a car with a completely deflated run-flat tyre is. Drive in a striaght line and you wouldn't know the difference. Corner at speed and the only giveaway is a slight juddering as the tyre is asked to work harder.
After various figures of eight and slaloming in a BMW 5 Series the tyre - a front nearside that was completely deflated prior to driving - was still holding up and showed a slight wear on the tyre wall.
It was also noticeably warmer to the touch, but Goodyear maintained that its run-flat tyres are good for 50 miles after a puncture at speeds of around 50mph, without affecting ride comfort to noticeable degrees.
Goodyear says its next-generation RunOnFlat Technology rubber provides improvements in rolling resistance, wet braking distances and general handling.
Run-flats have attraced criticism in the past for the stiff ride comfort and noise - but rapid developments in technology mean that these drawbacks have largely been ironed out.
Run-flats will retail for around the same as standard rubber, but there may be fuel economy penalties depending on make. Factor in the lack of necessity of a spare wheel, however, and there's another plus against the run-flats.
Run-flats can't be fitted to cars that don't have tyre pressure gauges built in - the danger of driving on a flat tyre, even a run-flat tyre - without being aware of it should be clear. Even these stiffened tyres will fail at some point.
The message is clear. RunOnFlats are designed to give you enough time to get home, to get to work, to get to a garage. They don't mean you can drive on with impunity - but they will give you some breathing space - and the potential to avoid a blow-out completely cannot be ignored.