What’s Treading with Tire Review

Cosmo Tires wanted to prove its newest extreme all-terrain tire, the Gripit XT, in a place that could push it to its limits. That’s how I ended up in Peru (home to one of the driest deserts in the world) with about 100 dealers, distributors, and Cosmo Tires team members. If you want to see what a tire can do on dunes as tall as mountains, there aren’t many better options.Loose sand and steep slopes are some of the toughest conditions for any tire to thrive in. If the Gripit XT could climb the dunes of Ica, it could likely handle just about anywhere drivers might take it.“There is no substitute for having hands-on experience,” CEO Tony Gonzalez said. “The tire performs beyond expectation… and you can see them doing their job right here in the middle of the desert.”Tires like the Gripit XT are personal for Tony. He literally hand-drew its tread pattern before working with engineers to turn that sketch into reality.Out on the sand, the scalloped shoulder lugs dug deep for traction, while Bead Claw reinforcements kept the tire locked on the rim. Cosmo’s Quiet Kat technology (using geometric isolation grooves to break up airflow) kept road noise low. Many sizes feature a 3-ply sidewall and up to 12 plies of under-tread reinforcement for heat control, puncture resistance, and stability. The tire also features Cosmo’s Directed Super Silica compound for cut resistance, wet grip, and lower rolling resistance.Cosmo also backs the tire with a 50,000-mile warranty and its Hassle-Free Warranty Suite.Tire Review: www.tirereview.comHunter Engineering: www.hunter.com

Today's the day that we put drive tire ROI front and center. On this episode of What's Treading, Valentino Faraone, Regional Vice President & New Product Development Manager at Double Coin, explains why fleets and dealers should give more attention to this tire position to boost the bottom line.Valentino notes that while steer and trailer tires often dominate purchasing decisions, drive tires carry a heavy cost. They also play a major role in a fleet’s total cost of ownership. He shares methods for calculating drive tire ROI, tracking mileage, and comparing acquisition costs. He also suggests using simple spreadsheets to benchmark performance against other products.The conversation highlights the importance of preventative maintenance. Dealers can deliver real value by monitoring tread depth, air pressure, and mismatched diameters before costly breakdowns occur. Valentino explains that this proactive approach may require an upfront investment but provides significant long-term savings and peace of mind.He also discusses Double Coin’s durability approach, building heavier, more robust tires that excel in harsh environments and offer strong retreadability. That combination, he says, helps fleets maximize value throughout the tire’s lifecycle.For commercial fleets, product quality matters as much as service and maintenance. Dealers who prioritize reliability, preventative maintenance, and consistent support build lasting trust with fleets and owner-operators, Valentino says.Watch now for Valentino’s insights on service, durability, and why the drive tire should never be overlooked in a fleet’s ROI strategy.Tire Review: www.tirereview.comHunter Engineering: www.hunter.com

There’s something satisfying about hammering through a muddy trail and then cruising home comfortably on pavement. That’s exactly the kind of performance Kumho Tire targeted with the new Road Venture RT, its new rugged-terrain tire built for trucks and SUVs. The Road Venture RT sits between Kumho’s all-terrain and mud-terrain offerings, giving drivers weekday comfort and weekend capability.We hit Hyundai Motor Group’s California Proving Grounds in the Mojave Desert to test the Road Venture RT across four distinct driving modules: mud, pavement, trails, and water-soaked autocross.Kumho Tire Road Venture RT TechnologyKumho said it designed the tread to be aggressive and look like it can conquer any terrain, both on- and off-road. The design, robust construction, and new compound technologies enhance that, according to the manufacturer.Rick Cunat, Managing Director at Kumho America Technical Center, said the design details deliver more than just looks. "These features give the Road Venture RT an advantage in off-road applications," he said. "The angled sipes and zigzag grooves provide a high number of biting edges that allow the Road Venture RT to achieve high traction. These features enable the tire to achieve a high level of performance in snow and off-road."Coming This FallThe Road Venture RT will be available in 27 initial sizes from 17- to 22-inch fitments. Kumho will release more sizes in 2026. It includes a 30-day satisfaction trial, road hazard warranty, and a 50,000-mile treadwear warranty.Watch the episode to see how Kumho’s Road Venture RT performs across multiple conditions from the Mojave Desert.

The Maverick Pro tire changer is Hunter Engineering’s latest leap forward in tire service technology, and we went hands-on at their St. Louis facility to see what sets it apart. Hunter’s David Henry and Engineer Alex Greenhill to walk through its design, features, and technician-focused improvements on this episode of What's Treading.The new pick-and-pull wheel lift saves labor and improves alignment, while the automatic bead roller and light tackle visibility challenges. Hunter says the Maverick Pro tire changer makes tough jobs on stiff sidewalls and low-profile tires faster, safer, and more efficient.Henry explains this equipment “closes the training gap,” helping new technicians reach proficiency in days instead of weeks. Then Greenhill details how real-world feedback shaped upgrades like proportional hydraulic controls, an ergonomic lift, and a waterproof LED system.If shop efficiency, technician safety, and advanced tire-changing equipment matter to your business, watch Hunter’s latest shop equipment in action.Tire Review: www.tirereview.comHunter Engineering: www.hunter.com

From its “From Tennessee, For America” production philosophy to this year's record-setting output, the Nokian Tyres Dayton Tire Factory in Tennessee is driving growth for the brand, its dealers, and drivers across North America. In this episode of What’s Treading with Tire Review, Nokian Tyres Senior Communications and Content Manager Wes Boling shares how the Dayton facility has become a cornerstone for efficiency, product innovation, and market responsiveness in the States for the Finnish tiremaker.Tire Review: www.tirereview.comHunter Engineering: www.hunter.com

When you look at a tire, the tread pattern seems like a given... but that wasn’t always the case. Over a century ago, tires were just smooth rubber. That changed in the early 1900s when Continental unveiled the first-ever hand-carved tread pattern at the Frankfurt Auto Show, a move that transformed how tires deliver traction, braking, and steering.To mark 120 years since that invention, we sat down with Barry Terzaken, Product Manager at Continental, to explore how tread design has evolved and where it’s headed next.From Hand-Carved Grooves to Specialized PatternsThe first tread was simple: circumferential grooves cut into the tire to help it steer and grip on wet or muddy roads. Terzaken explained that Continental hand-carved early designs to experiment with performance, a practice they still use today alongside advanced simulation and AI modeling.“[Adding tread] was really an astounding change. You have to go back a little bit farther because you're talking about the dawn of private mobility in vehicles at this time,” said Terzaken. “There were needs for traction, there was needs for braking and steering ability. And at the Frankfurt Auto Show, this is the first introduction of an actual hand carved tread pattern. This is where Continental came in.”Modern Continental Tread Pattern Designs Built for Every DriverToday, tread design is highly specialized. Ultra-high-performance summer tires feature asymmetric patterns for cornering grip. Winter and wet-weather tires use directional V-shaped grooves to channel water and snow. Every day, passenger tires often use symmetric patterns to allow easy rotation.Terzaken highlighted how much engineering goes into every detail, even the small ones."If you look at a lot of our all-season tire grooves, they have little teeth called traction grooves," he explained. "With those little teeth inside that groove, now all of a sudden the groove is giving you traction in a condition where you really need traction, for example." 120 Years, and Still Carving the FutureWhat started as a hand-carved experiment in 1904 is now a field driven by AI, simulation, and thousands of patents. But as Terzaken reminded us, it’s still about one thing: giving drivers the grip, control, and confidence they need on the road.Check out the full episode to see how Continental is celebrating 120 years of tread pattern innovation and pushing the limits of tire design for the next century.Tire Review: www.tirereview.comHunter Engineering: www.hunter.com

EVs aren’t just sedans anymore — they’re trucks. And those trucks need tires built for weight, torque, and traction. That’s where the new EV truck tire, the Hankook iON HT, comes in. We met up with Robert Nasca, Product & Marketing Training Manager at Hankook Tire, at the Electrify Expo in LA, where Hankook revealed the latest addition to their EV-specific iON lineup. Built from the ground up for electric vehicles, the iON HT targets electric light trucks and SUVs — a segment Nasca says had been missing a purpose-built EV tire. Hankook iON HT Tire: Tailored for Performance According to Nasca, an EV truck can weigh up to 30% more than its gas-powered equivalent. That means more torque, more braking force — and a lot more stress on the tire. Hankook addressed that with:An “XL” load designation for extra strength;Reinforced sidewalls for added rigidity;A construction that handles electric torque and heavy loads.Nasca highlighted Hankook’s use of Roll Lite Compound and Opti Cure Technology to reduce rolling resistance and improve range. The tire also includes ProDurable Compound and Opti Tread Technology, which support an industry-leading 80,000-mile treadwear warranty. Striking Design and Smart Serviceability One standout feature? The iON Clad sidewall, which draws inspiration from lightning. And in a move that prioritizes ease of service, Hankook left out inner foam — a decision based on feedback from OEMs and retailers who say foam-lined tires can be difficult to service. This EV Truck Tire Arrives in August Made in Korea, the iON HT arrives this August in 18- to 22-inch sizes with T and H speed ratings. For shops and drivers looking to support electric trucks with the right tire, this new EV truck tire stands ready. Watch the full video to see our conversation with Robert Nasca and get a closer look at the iON HT in action at the Electrify Expo.

Dramatic innovations can sometimes be a tough sell in the tire and wheel industries. After all, how many times have you been told "No need to re-invent the wheel?" However, in this episode of What’s Treading, Harmen Van Kamp, CEO and co-founder of Global Air Cylinder Wheels, aims to challenge that mindset with a new alternative that replaces the traditional tire-and-rubber setup with a fully mechanical steel structure and an internal air suspension system known as an "air suspension wheel."Tire Review: www.tirereview.comHunter Engineering: www.hunter.com

This episode of What’s Treading highlights five tire industry leaders who join the 2025 class of Tire Review’s Club 3633. Named after the patent for vulcanized rubber, Club 3633 recognizes individuals who lead with purpose and push the industry forward. These tire industry leaders reflect a cross-section of strategy, experience, and values that are reshaping the modern tire business.Tire Review: www.tirereview.com

Formula E returned to Miami this year for the first time in over a decade, and Hankook's Formula E GEN3 Evo iON Race tires once again took center stage, both on and off the track. In this episode of What’s Treading, we take you inside Homestead-Miami Speedway to show how Hankook’s tires handled the intense demands of all-electric racing.These tires helped cars stay grounded while accelerating from 0-62 mph in just 1.86 seconds. The tires had to deliver extreme grip, endurance, and efficiency across every lap, and each team could only use two sets of tires for the entire race.Hankook is using what it learns here on the track to build those same qualities into the next generation of iON passenger tires for EV drivers everywhere.How Hankook Formula E Tire Data Shapes StrategyAt the track, we spoke with Manfred Sandbichler, Hankook’s Director of Motorsport. He explained how Formula E data drives Hankook’s ongoing R&D strategy. We also caught up with Rob Williams, President of Hankook Tire North America, to learn how events like this help build dealer trust and product confidence.From tight dogleg corners to beach-ready floaties at the Hankook X Formula E Tube Shop, the weekend offered more than racing. It showcased Hankook Formula E tires and their expanding role in the EV tire market.

You learn a lot about a tire when you push it to its edge — and even more when you’re the one doing the pushing. That’s exactly what Kumho Tire had in mind when they invited a group of dealers and journalists to Atlanta Motorsports Park to test the new Kumho Ecsta UHP tires.Kumho showcased three new products: the Ecsta Sport All-Season, Ecsta Sport, and Ecsta Sport S. But these weren’t just lined up for a walkaround. We drove them in conditions designed to highlight their strengths and determine where each tire fits in the competitive UHP market. Wet skidpad sessions, an autocross circuit, and full-track lead-follow laps gave us a real-world feel for how each tire performs.Distinct Performance for Different DriversEach of the Kumho Ecsta UHP tires showcased performance sweet spots. The Ecsta Sport All-Season gripped confidently in wet conditions. Meanwhile, the Ecsta Sport delivered crisp, fast response in dry turns. The Sport S took high-speed corners with control and ease. Kumho didn’t just check boxes — they dialed in each tire for a specific type of driver.Kumho Ecsta UHP Tires: Tech That Matches the DriveThe technology inside each tire is what drives each tire's distinct feel. Kumho equipped the Ecsta All-Season with a "High Grip" compound and interlocking sipes for year-round traction. The Ecsta Sport steps up with Kumho’s "Innovative Compound Technology." That includes high-dispersible silica and performance resins for sharper cornering and braking. The Sport S, meanwhile, goes all-in on grip. Kumho gave it an aggressive tread pattern and advanced compound mix for control at track speeds.Advanced Testing and Development Methods for the Kumho Ecsta UHP TiresDuring the day-long event, we had the chance to chat with Andy Wallner, a tire development engineer at Kumho, who explained how the team used virtual modeling and AI tools to fine-tune each tire’s compound and tread design. “Virtual modeling helps us improve our development cycles, so we're able to develop tires in a shorter time frame,” Wallner said. “[Kumho was] able to get to the target and improve the performance of these tires better than we would have without these methods. [Virtual modeling and AI-testing] doesn't fully replace traditional tire testing and development. However, doing that virtual work upfront helps Kumho design tires more efficiently.”Check out the video above to see how Tire Review Senior Editor Christian Hinton channels his inner video-game driver to test each tire's capability -- and have fun doing it.Looking for more What's Treading? Click here.Sponsored by Kumho Tire.

Ever wonder what happens when you take a tire from Pirelli, a brand best known for race tires, and throw it into some of the toughest terrain on the planet? Well, I got the chance to find out. I took the Pirelli Scorpion XTM AT for a spin in Death Valley, and this tire had to prove its performance in some of the harshest conditions out there.Real-World Testing in Death ValleyWe didn’t stick to any easy, man-made trails (unless you count the road, I suppose). Nope. We put rubber to sand dunes, rocky roads, and everything in between. From Red Rock Canyon to Shoshone and the Badwater Basin – we took the Scorpion XTM AT tire through it all. The ground was tough, the heat was cranked up to 100°F, and the terrain was unforgiving. This was no vacation drive – this was real-world, all-terrain testing.Pirelli Scorpion XTM AT performance: The TreadWhen you first look at the Scorpion XTM AT, you’re sure to notice its bold, aggressive tread pattern. It's a sign that this tire is built for traction and stability, especially when you’re airing down to handle deep sand or rocky trails. I had the chance to test it out in a Ford Bronco Heritage Edition, a Jeep Wrangler, and a Rivian R1T. Each one performed impressively, but it was the sand where this tire really stood out. The traction felt solid, and I never felt like I was losing control, even in the deepest dunes.Real On-Road PerformanceThis tire was built for the wild outdoors, but I was still surprised by how well it handled on the pavement. It was quieter than I expected for an aggressive off-road tire. I was impressed with how it performed on the road, even after putting it through some of the roughest off-road conditions.The EV Version: Pirelli Scorpion XTM AT performancePirelli also developed a separate EV version featuring the company's "Elect" symbol. It’s designed to reduce rolling resistance. That means better range for your EV, so you don’t have to compromise off-road capability for efficiency. And both versions are built with chip-and-chunk resistance, so they’ll last longer, no matter where you drive.Off-Road Guidance from Emily MillerWe didn’t just test this tire on our own. We had some serious off-road expertise from Emily Miller, founder of the Rebelle Rally, helping us navigate the trails. Emily’s been behind the wheel of some of the toughest vehicles out there, so I was thankful to have her in my ear for this one! Tire Review: www.tirereview.com Hunter Engineering: www.hunter.com

What’s the secret to standing out in the crowded world of selling CUV and SUV tires? These vehicles made up 58% of new car sales in the U.S. in 2024. Tire dealers face an ocean of options and competition. SUV tire selection tips are crucial for dealers to navigate this vast market and add value.Understanding the Customer's Needs and SUV Tire Selection TipsIn this episode of What's Treading, David sits down with Michael Mathis, President of Atturo Tires. They discuss how tire dealers can navigate this market and provide value to customers. "It’s about understanding how the consumer uses their vehicle," Michael says. "If they’re into off-roading, an all-terrain tire might be the way to go. But for a performance-focused SUV like a Ford Explorer ST, a UHP tire will enhance handling and performance."Michael emphasizes knowing the customer's lifestyle and vehicle use. Whether the customer drives a light-duty SUV or an off-road-ready model, the SUV tire selection tips offered require understanding how they use their vehicle and what activities they engage in.Upsell Opportunities for Tire DealersThe conversation also covers upsell opportunities, from performance tires to lift kits. They also touch on the growing demand for tires for electric SUVs like Rivian and Tesla.As more consumers customize their CUVs and SUVs, they demand specialized tires, especially in off-roading and performance categories. Dealers who identify these needs increase sales and build lasting relationships by delivering exactly what the driver requires.Positioning as an Expert in the SUV Tire MarketTune into the video above to learn how dealers can position themselves as experts. They can capitalize on trends and provide customers with the perfect tire for their driving style.Tire Review: www.tirereview.comHunter: www.hunterengineering.com

The K&M Tire Dealer Conference and Trade Show remains one of our favorite events each year. From fantastic education sessions featuring the latest technology and data to a hoppin' trade show floor, it's an event that always has something to look forward to. This episode of What's Treading, recorded live at this year's show, captures insights from tire manufacturers showcasing their newest products. We spoke with industry representatives about new tire launches and key product updates at the K&M trade show. They explained why the event remains a top choice for tire professionals in the K&M network.Jessica Atkinson from Continental Tire shares details about Continental's industry-leading Total Confidence Plan and highlights new and existing tire offerings. She emphasizes how the event creates opportunities to connect with dealers, reflect on the past year, and discuss upcoming trends.Darrell Sparks from Hankook Tire walks through five new products. This includes a car hauler tire and a popular line-haul trailer tire. He explains how OEM partnerships with Stoughton Trailers and Hyundai continue to strengthen their market presence.Tyler Haller from Nexen Tire introduces the N'Blue 4 Season 2, an all-weather tire with a 70,000-mile treadwear rating. He shares the positive market feedback and describes how the K&M show stands out for its vendors and networking opportunities.Jim Robinson from Kumho Tire showcases six tread patterns and describes the show as a one-of-a-kind experience that feels like a client reunion. Other manufacturers share the same perspective:The K&M Tire Dealer Conference & Trade Show is truly an industry reunion. Whether unveiling new products or reconnecting with long-time partners, the tire manufacturers we spoke with consider this event essential for dealers and suppliers. Tire Review: www.tirereview.comHunter Engineering: www.hunter.com

Nokian Tyres is making a splash in the North American UHP tire market with the release of the Surpass AS01 ultra-high-performance all-season tire. Tire Review had the opportunity to test the tire at the legendary Las Vegas Motor Speedway. We tested the tires on four vehicles: Lexus RX500h, Polestar 2, Toyota Supra, and Mercedes C300. We evaluated the tire’s wet grip, dry handling, and overall stability. This Nokian Surpass AS01 review highlights the tire's performance in these conditions.Nokian Surpass AS01 Review: Performance and DurabilityThe Surpass AS01 combines Nokian's Silica Sense tread compound for improved traction and longevity with durability features. These features include Pothole Protection and a Driving Safety Indicator. Nokian leadership emphasizes the company's focus on premium performance, versatile fitment for ICE and EV vehicles, and a competitive price point. These factors position the Surpass AS01 as a standout in the all-season UHP category.Fitment and Range of Sizes The Surpass AS01 comes in 65 sizes, ranging from 16-21 inches. These sizes cover many popular vehicles, making it a solid option for both everyday drivers and performance enthusiasts. Tire Review Editor David Sickels takes the tire to the track and provides a comprehensive review of its capabilities on one of the most challenging (and fun) tracks in North America.Tire Review: www.tirereview.comHunter Engineering: www.hunterengineering.com

Bridgestone plans to improve its fleet service strategy and optimize service networks to enhance the customer experience – and it only takes 4.5 million vehicles and a partnership with Geotab to do it. In this episode of What's Treading, we speak with Josh Holland, Vice President of Network and Solutions Development at Bridgestone Americas, to discuss Bridgestone’s new partnership with Geotab. This collaboration gives Bridgestone access to 4.5 million connected vehicles. The partnership allows them to gain insights into traffic patterns, vehicle behaviors, and road conditions.Bridgestone Uses Geotab Data for Fleet Service OptimizationJosh explains how this partnership will help Bridgestone enhance its services: "Really what we're gaining is additional access to data and with the intent to really drive and enhance our fleet service strategy."  Geotab’s data will help Bridgestone understand fleet dynamics, such as vehicle types and locations, while ensuring privacy. Bridgestone will use this data to refine its fleet care services, improve efficiency, and reduce downtime by better understanding fleet behavior.How Enhanced Bridgestone Fleet Service Benefits Tire DealersJosh also dives into how tire dealers will benefit from the partnership. The data will optimize service provider operations and offer detailed information on fleet locations. This data will help improve decision-making regarding mobile service capabilities, staffing, and service location expansion. This means tire dealers will be able to provide more efficient and tailored services to their customers. The Long-Term Impact of Data on Tire DevelopmentBut, what's the long-term impact of this data? Josh says the insights could ultimately help develop better tires and solutions for fleets. Find out how by watching the episode above.Tire Review: www.tirereview.comHunter Engineering: www.hunter.com

Nokian Tyres recently launched the Nokian Surpass AS01, an ultra-high-performance (UHP) all-season tire for high-horsepower sedans, SUVs, and electric vehicles.Steve Bourassa, Nokian Tyres North America Director of Products, joined us on the latest episode of What's Treading to discuss the tire’s improvements and standout features.   This tire replaces the zLine A/S, which Nokian Tyres discontinued a few years ago.This new tire fills a gap in the brand’s lineup, and Bourassa says it provides a balanced mix of performance, durability, and ride comfort for North American drivers. Tire Review: www.tirereview.com

During the waning weeks of 2024, Hankook Tire invited Tire Review to Joliet, Illinois, just outside Chicago, to experience the Weatherflex GT. It's the company's newest all-weather tire offering. For this Hankook Weatherflex GT review, we took to the track at the Autobahn Country Club, taking several laps with professional racing instructors offering guidance.Key Specifications of the Hankook Weatherflex GT All-Weather TireBefore diving into performance, let’s review Hankook's Weatherflex GT specifications. The Weatherflex GT comes in 37 sizes, from 15 to 22 inches. Hankook backs it with a 70,000-mile treadwear warranty. It also has the three-peak mountain snowflake designation for handling snow and ice. Hankook says it designed the tread pattern to deliver excellent winter performance. High-density sipes in the grooves enhance traction in snow. The sipes in the center and shoulder blocks helps to improve performance on snowy roads. Wide lateral grooves channel water away efficiently, reducing hydroplaning.Wet Weather Performance and Hydroplaning MitigationThe zig-zagged grooves improve cornering grip by engaging the road at various angles. This design ensures drivers maintain control. The tire's “3D GripKontrol Sipes” minimize block deformation. Better block stiffness leads to improved handling in wet and dry conditions, and we had the opportunity to experience this for ourselves on the track. Wide lateral grooves channel water away efficiently, reducing hydroplaning. This keeps the driver in control during rainy conditions.Comfort Features Built Into the Hankook Weatherflex GTTo test the Weatherflex GT on the track, I drove two vehicles equipped with these tires: a 2025 Honda Accord and a 2025 Honda Pilot. The weather varied greatly during the test. A sunny, mild day turned overcast, windy, and drizzly. These conditions were perfect for testing this tire. The quiet ride stood out while reviewing this tire. Hankook says its engineers prioritized reducing road noise using strategically positioned tread blocks. The company optimized the block arrangement to minimize vibrations. Poorly positioned tread blocks generate unpleasant sounds, similar to clashing musical notes. Hankook harmonized these “notes” by varying block sizes and aligning them properly. This creates a quieter, more comfortable ride. The tire's “3D GripKontrol Sipes” minimize block deformation.Introducing the Hankook Weatherflex GT to the LineupHankook organizes its tires into families. These include the Kinergy, Ventus, and iON lines. The Weatherflex GT introduces a new family line. Tire Review spoke with Rob Nasca, Hankook’s Product and Marketing Training Manager, about the decision to introduce a new line. He explained the vision for the Weatherflex GT. "Consumers are looking at the market as a whole, and we've noticed that the snow accumulations actually decreased," Nasca said. "It's still getting cold out there in the wintertime, but there isn't as much snow. So, we've [responded] by having an all-weather tire that's going to be like an all-season, but have that three-peak mountain snowflake symbol. It's also going to be more cost-saving, because now the consumer doesn't have to buy a summer and a winter tire."Asymmetrical Tread DesignThere is one key feature of the Weatherflex GT that deserves extra attention: Its asymmetrical tread pattern. This design differs from the tread pattern of the Kinergy 4S2 – another all-weather tire in Hankook's line-up. The asymmetrical pattern allows rotation between the driver’s and passenger’s sides. This prevents irregular wear. Rotating directional tires similarly could cause performance issues. Hankook says its engineers prioritized reducing road noise using strategically positioned tread blocks.Tire Review: www.tirereview.comHunter Engineering Company: www.hunter.com

What can tire industry history from 30 years ago tell us about today's trends? In this episode of What's Treading, Editor David Sickels takes a nostalgic look at the Tire Review 1995 issue. We explore '90s ads, timeless business advice, and emerging tire technologies that still resonate today. Ads in the Tire Review 1995 issue were all about showcasing bold, text-heavy designs and tire manufacturer-dealer partnerships. We also encounter a fair share of customer service and market trend articles, demonstrating how much of the 1995 business advice still applies. Whether you’re reminiscing about the tire business in the '90s or learning timeless fundamentals about the tire industry, this episode delivers on both fronts. Plus, we review some fantastic 1990s computing software that was used to show customers what a new set of wheels would look like on their vehicle. You might be familiar with it if you sold wheels around this time. Watch the video above to see what we thought was important three decades back, as well as a look at historic ads from Falken Tire, Maxxis, Mitsubishi, Jetzon Tire, Reliable Tire Co., Firestone, Mastercraft Tires, Keystone, Telstar, Raybestos, Galaxy Tire, Mopar, and Hankook Tire. Tire Review: www.tirereview.comHunter Engineering: www.hunter.com

We produce a lot of content on this show, and we know it can be hard to keep up. That's why we feel you deserve an easy-to-digest, condensed version of some of our favorite podcast moments this year. Enjoy thoughts, comments and predictions from the leadership at BKT, Continental, Hercules, Hankook Tire, Kumho Tire, Omni United, Ralson Tire, RNR Tire Express, Sailun Tire Americas, and ZC Rubber.Tire Review: www.tirereview.comAAPEX: www.aapexshow.com