What’s Treading with Tire Review

At the Formula E race in Miami, the Formula E EV tire plays a bigger role than most fans realize. Beneath the car, Hankook’s iON Race tire must handle extreme EV torque, heavy vehicle weight and changing track conditions – all with a single tire design.Unlike many racing series, Formula E teams don’t switch between slicks and rain tires. Engineers must design one tire that performs in both wet and dry conditions while maintaining durability and efficiency under the unique loads created by electric race cars.Inside the tire, the technology goes far beyond a typical TPMS sensor. Each iON Race tire includes a specialized monitoring system capable of measuring temperature in up to 15 positions inside the tire, giving teams and FIA officials real-time insight into tire performance and pressure compliance during the race.For Hankook engineers, Formula E serves as a proving ground for future EV tires. Data gathered on the track helps the company refine designs that can handle the instant torque, heavier weight and efficiency demands of modern electric vehicles.Subscribe to Tire Review for more behind-the-scenes coverage of tire technology and motorsport engineering: www.tirereview.com/subscribe

Three years ago, Point S set an ambitious goal: 500 stores in 50 states within five years. At its 2026 Annual Owners Meeting in Phoenix, AZ, leadership shared how close the group is to that goal, and what still stands in the way.In this episode of What’s Treading, Senior Editor Christian Hinton spoke with Point S leadership and dealers about distribution challenges, vendor partnerships, brand consistency and what’s fueling expansion across nearly 40 states.Can Point S Reach 500 Stores?In 2023, Point S had 275 stores in 29 states. Today, the network stands at 464 stores across 39 states, including 80 new locations added in 2025 alone.Clint Young, president and COO of Point S, says growth has been strong... but not without hurdles.“Our biggest Achilles heel with growth has always been distribution,” Young said. “We’re working to find dealers that are large enough to be able to take direct shipments and we can facilitate a very good member experience with them. So that’s still a challenge, and we’re looking at some growth opportunities with warehousing and some partnerships that we’re really excited about.”CEO Walter Lybeck said improvements in third-party distribution have already helped accelerate expansion.“Third-party distribution was not as developed a couple of years ago as it is now," he said. "That’s something that’s really been able to help us in filling up that bucket for our new members.”Distribution and Platinum Partner StrategyLeadership emphasized that growth is not just about adding store count. It’s also about strengthening dealer profitability and alignment.The 2026 promotional calendar centers around four Platinum Partners and 10 member-focused campaigns. According to Lybeck, narrowing that focus brings clarity.“By having four platinum partners, it really helps our members kind of focus on what it is that we need to be purchasing," he said.Young added that the structure creates energy at the store level.“That’s going to give our owners and their store team members a lot of excitement and their communities to go out and connect with their populations and sell tires, so that is a big win for us,” he said.Why Brand Consistency MattersBrand consistency across more than 450 independent locations was another key theme of the meeting, and dealers echoed that sentiment. Michael Montgomery, general manager of TNT Tire Point S in Tacoma, Washington, said even simple upgrades make a difference.“New paint, 20-foot aprons in front of each one of the bay doors. New asphalt throughout the entire parking lot," he explained. "If it looks good, they’ll feel comfortable coming in.”Vendor Relationships and Dealer MomentumThe vendor show, featuring about 80 vendors, remains central to the annual meeting. Young said the event builds more than purchasing power.“It sounds like you go to a vendor show to do business, but you really go there to build relationships with the vendors," he said. "What ends up happening is the members are building relationships with each other.”With 464 stores, expanded distribution support and a Top 3 Tire Dealer ranking in Consumer Reports, Point S leadership believes the path to 500 stores is becoming clearer — powered by relationships, brand alignment and disciplined growth.

A 3-Peak Mountain Snowflake tire (3PMSF tire) is a tire that meets severe snow service requirements and carries the three-peak mountain snowflake symbol to indicate enhanced winter traction. At the K&M Tire Conference and Trade Show in Kansas City, that designation came up repeatedly as manufacturers discussed new products and category expansion across commercial and light truck segments.In this episode of What’s Treading, Editor David Sickels and Senior Editor Christian Hinton walked the trade show floor to talk directly with tire manufacturers about 3PMSF-rated products, super regional drive tires, ultra-high-performance fitments, and new all-terrain launches shaping dealer inventory decisions.What Is a 3-Peak Mountain Snowflake Tire?A 3-Peak Mountain Snowflake tire is certified for severe snow performance and is commonly found on commercial drive tires and all-terrain truck applications. At the show, Kumho Tire highlighted its KXD12 super regional drive tire with 3PMSF certification, emphasizing its role in heavy-duty truck segments. It also showed the new Kumho Road Venture RT.Yokohama also showcased its Geolandar A/T4, a 3PMSF-rated all-terrain tire designed for light truck and SUV fitments. These examples from the floor illustrate how the 3PMSF designation now spans both commercial trucking and consumer truck categories.3PMSF in Super Regional Drive TiresSuper regional drive tires serve trucks operating in regional haul applications. When paired with a 3-Peak Mountain Snowflake rating, they provide additional winter traction capability while maintaining durability for commercial fleets. Kumho’s super regional drive tire with 3PMSF certification reflects growing demand for winter-capable commercial products.For independent tire dealers, understanding how a 3-Peak Mountain Snowflake drive tire differs from a standard drive tire is helpful when serving regional fleet customers operating in variable winter conditions.All-Terrain and Ultra-High-Performance SegmentsBeyond 3PMSF-rated products, manufacturers discussed other key categories. Nexen Tire highlighted its N’Priz S and N’Fera Sport ultra-high-performance tires. Hankook introduced Laufenn's new X Fit AT2 all-terrain tire, debuting at the event. Falken brought its highest-volume tire lines and discussed the launch of the Dunlop Sport BluResponse, alongside efforts to reinvigorate the Dunlop brand.Why 3PMSF Tires Matter for DealersA 3-Peak Mountain Snowflake tire designation influences product positioning in both commercial and light truck categories. At the K&M show, manufacturers underscored dealer relationships, responsiveness, and product alignment as key drivers of success within distributor networks.For independent tire dealers, this episode provides insight into:• How 3-Peak Mountain Snowflake certification applies to drive and all-terrain tires• Where super regional drive tires fit within fleet operations• How UHP and all-terrain products complement winter-capable portfolios• Which manufacturers are expanding 3PMSF-rated offerings

This video reviews two new passenger tire launches from Nexen Tire, offering a detailed Nexen N’Priz S and N’Fera Sport review while also explaining how the company is using artificial intelligence in modern tire development.Nexen N'Priz S ReviewThe Nexen N’Priz S is a grand touring all-season tire designed for modern vehicles, including electric vehicles, hybrids, and internal-combustion vehicles. Nexen identifies the N’Priz S as its first EV-compatible tire, engineered to manage higher vehicle weight, instant torque delivery, and reduced noise expectations common to electric vehicles. The tire features a wider contact patch compared to the previous generation, which helps distribute load more evenly for improved braking, stability, and wear. Nexen also incorporated variable-pitch shoulder blocks to reduce pattern noise. Plus, its 4D compound technology and 3D sipe design help maintain traction across temperature changes and light winter conditions. The N’Priz S replaces the Roadian GTX, Aria AH7, and N’Priz AH8 in Nexen’s lineup. It carries an 80,000-mile treadwear warranty for ICE vehicles and a 60,000-mile warranty for EV applications.Nexen N'Fera Sport ReviewThe Nexen N’Fera Sport is a premium ultra-high-performance summer tire developed to meet European OE performance expectations. Nexen focused on high-speed stability, wet braking, and steering precision by using a stiffer shoulder design, a reinforced center block, and a new tread compound with increased silica content and updated polymer chemistry. The tire uses a four-channel longitudinal groove design to evacuate water efficiently at speed. Elements such as a jointless bead wire, high-hardness bead filler, and high-tensile steel belt help maintain stability under load. The N’Fera Sport is offered in 63 sizes and includes a 30,000-mile treadwear warranty. The tire has also received a Red Dot Design Award.How is Nexen Tire Using AI?Beyond the product reviews, the video explains how Nexen Tire is applying artificial intelligence and machine learning in tire development. Nexen engineers describe AI as a tool that analyzes large datasets from tire specifications, compounds, construction variables, simulations, and testing.Nexen maintains a global database with data from approximately 190,000 tire designs. This database allows proprietary AI systems to predict outcomes, evaluate design changes, and help engineers reach targets faster.Aaron Neumann, head of Nexen’s America’s Technical Center, explains that AI does not replace engineers. It does not make independent design decisions. Instead, AI supports development by accelerating analysis and improving early-stage decision-making.This Nexen N’Priz S and N’Fera Sport review provides dealers, industry professionals, and performance-focused drivers a detailed look at Nexen’s latest all-season and UHP tire technology with Nexen N’Priz S and N’Fera Sport review. It also explains how AI influences tire design, testing, and future product development at Nexen Tire.

Today, we take you inside Hunter Engineering’s St. Louis headquarters for an in-depth look at the Hunter HawkEye Elite X, the company’s latest expandable alignment system designed to future-proof shops as ADAS work becomes unavoidable. Hunter’s Wheel Alignment Product Engineer, Alan Hagerty, joins Tire Review’s David Sickels to break down what the “X” really means for tire dealers: more storage, more capability, and a built-in upgrade path that lets a shop buy top-tier alignment technology today and add static ADAS calibration when they’re ready.Alan walks through how the system retains Hunter’s quick-grip, time-tested alignment tech while bringing new flexibility to the bay. The Elite X ships with Hunter’s ADASLink scan tool, allowing shops to perform mechanical alignments, steering resets, and dynamic ADAS calibrations without changing bays. That combination gives dealers a way to handle the majority of forward-facing calibration needs while building confidence before stepping into full static calibration setups.For shops worried about space, Alan explains why most dealers start with dynamic calibrations and how the mobile, wheeled design of the Elite X helps them reconfigure the bay as needed – even rolling the unit aside for static calibrations when the time comes. Alan also outlines who the system serves. He explains the ROI considerations behind adding ADAS capability. He shows how Hunter’s team supports the upgrade process from start to finish.Whether you’re already doing high volumes of alignments or evaluating ADAS as a new revenue stream, this episode breaks down how the Hunter HawkEye Elite X helps tire dealers grow by easily adding ADAS calibration to an existing alignment system.Tire Review: www.tirereview.comHunter Engineering: www.hunter.com

What can real trail time in the Great Smoky Mountains reveal about where today’s light-truck tires truly fit? In this episode of What’s Treading, Tire Review heads to Pigeon Forge, Tennessee, for a hands-on ride and drive featuring three Hankook Tire Dynapro tires: the Dynapro AT2 Xtreme, Dynapro MT2, and Dynapro XT. We got the opportunity to test and compare how each tire handled on-road driving and off-road terrain. See the testing conditions, compare performance differences, and hear Robert Nasca, product and sales training manager, and K.C. Jensen, VP of U.S. PC/LT sales, explain how each tire fits drivers who split time between pavement, dirt, and rocky terrain.

This year’s What’s Treading conversations gave tire dealers a direct line to some of the industry’s most influential voices – Bridgestone, Continental, Nokian Tyres, Double Coin, Atturo, Global Air Cylinder Wheels, and Schrader – and today's show brings together the strongest tire dealer insights from those interviews.Tire Review: www.tirereview.com

The SEMA Show always offers a first look at the tools, tires, and technologies shaping the next year in the industry, and this year’s trip to Las Vegas delivered big for independent tire dealers. In this special What’s Treading episode, we walk the show floor to spotlight the products and innovations that matter most.Tire Review: www.tirereview.com

Shops want faster workflows, fewer bottlenecks, and equipment that keeps technicians moving. On this episode of What's Treading, we set out to learn how well the new Road Force WalkAway tire balancer supports those goals during a visit to Hunter Engineering’s headquarters. We wanted to see how much time a modern balancer can actually save and what that means for daily productivity inside a busy tire bay.Hunter’s David Henry kicked things off by showing the biggest change: automatic inflation built directly into the balancer. Technicians can clamp the wheel, hook on the hose, and drop the hood, and the machine handles the rest. Henry explained that this feature frees up 45 to 90 seconds, which technicians can use to mount the next tire, prep weights, grab a tire from the rack, or keep another bay moving.The WalkAway still performs full Road Force diagnostics, measures spring rate, identifies stiff spots, and uses camera-based wheel measurement. But the team redesigned the hood and roller assembly to shrink the footprint by 4.5 inches to reclaim some space.Engineering Manager Nate Brower explained how the machine calculates time savings through pressure readings, volume calculations, and flow rate. It gives technicians a countdown that shows how long they have to complete other tasks. In testing, he said, pairing the Road Force WalkAway with Hunter’s automated tire changers cut a four-tire job from 34 minutes to 19, which delivered a 44% time savings.The WalkAway also integrates with HunterNet, which lets multi-store operations track usage, roller drops, inflation habits, and technician performance.

A growing number of vehicles on the road still lack tire pressure monitoring systems, and Schrader is hoping to change that with its new Aircheck BLE retrofit kit. In this episode of What’s Treading, David Sickels talks with Kelly Sadler, vice president and general manager for Sonata’s aftermarket business, about how the product works and what it means for both drivers and service shops.The Aircheck BLE is designed to fit nearly any light-duty vehicle and deliver tire pressure, temperature, and sensor battery life information directly to the dashboard through Android Auto or Apple CarPlay. Sadler explains that the system uses Bluetooth Low Energy and a range extender to ensure reliable communication even over long distances, such as when towing a trailer.For installers, Schrader kept setup simple. The sensors mount internally to protect against tampering and provide more accurate readings, while an app-based configuration removes the need for hard-wiring and specialized tools. Sadler says installation typically takes less than five minutes and that the company has produced full training materials and videos to help technicians get up to speed.With roughly 250 million vehicles still operating without TPMS, the retrofit market represents a sizable opportunity for tire dealers looking to expand their services. Sadler notes that the Aircheck BLE’s single-SKU design helps streamline inventory and reduce complexity in the bay, giving shops a way to add value for customers who want better tire health monitoring without replacing their vehicle.Tire Review: www.tirereview.comHunter Engineering: www.hunter.com

Three tires, one incredible day at the track. At the scenic Burt Brothers Motorpark in Salt Lake City, we spent the day doing a good, old-fashioned Sailun tire test, putting three of Sailun Tire Americas’ newest products – the Atrezzo SVA2 ultra-high-performance all-season tire, the Terramax AT2 all-terrain tire, and Terramax RT rugged-terrain tire – through their paces across asphalt, gravel, and rock, respectively. Each tire showed off its unique performance and character.We started with the Atrezzo SVA2, developed by the Chattanooga-based R&D team for North American roads. It features an asymmetrical tread design and Quiet Ride Technology for confident handling and a calm, composed feel.Next up was the Terramax AT2, designed for drivers who divide their time between the highway and off-road. The AT2 features a new casing, enhanced compound, and protective sidewall biters for traction and cut resistance. It’s 3-Peak Mountain Snowflake certified and backed by a 50,000-mile warranty.We wrapped up this Sailun tire test with the Terramax RT, the company’s first rugged-terrain tire. Positioned between an A/T and M/T, it provides aggressive grip without the excessive noise or harshness often found in mud-terrains. Its squared profile and staggered shoulder lugs with stone ejectors are designed to give it confident traction and a stable, on-road feel.Which of these three would perform best in your market? Let us know, and stay tuned for more from What’s Treading.

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