Their claim of low rolling resistance is surprising to me, since all the non-pneumatic designs similar to that I've seen before had abysmal rolling resistance. It seems their prototype is still in development, so maybe that claim represents their ambitions, not their achievement thusfar. Although, looking at the render of the product they've provided, it looks pretty dang narrow compared to the "ecopia" brand tires they're compared against. It could be they've reduced rolling resistance by simply making it narrower than an otherwise equivalent pneumatic tire.
