What’s Treading with Tire Review
What’s Treading with Tire Review brings you features the latest tire industry trends, issues, technology and shop management practices among dealers in the industry today.
Episodes
June 17, 2025 • 13 mins
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
Tire Review: www.tirereview.com
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May 20, 2025 • 7 mins
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...
These tires helped cars stay grounded while accelerating from 0-62 mph in just 1.86 seconds. The...
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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 ...
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 ...
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April 22, 2025 • 8 mins
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 Valley
We didn’t stick to any easy, man-made trails (unless you ...
Real-World Testing in Death Valley
We didn’t stick to any easy, man-made trails (unless you ...
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April 8, 2025 • 13 mins
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 Tips
In this episode of What's Treading, David sits down with Michael Mathis, Pres...
Understanding the Customer's Needs and SUV Tire Selection Tips
In this episode of What's Treading, David sits down with Michael Mathis, Pres...
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March 25, 2025 • 4 mins
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 repres...
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March 11, 2025 • 8 mins
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 rev...
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February 25, 2025 • 12 mins
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 a...
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February 4, 2025 • 11 mins
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 fil...
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 fil...
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January 21, 2025 • 8 mins
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 Tire
Before d...
Key Specifications of the Hankook Weatherflex GT All-Weather Tire
Before d...
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January 7, 2025 • 12 mins
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 en...
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December 17, 2024 • 8 mins
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.com
AAPEX:...
Tire Review: www.tirereview.com
AAPEX:...
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December 3, 2024 • 34 mins
Not every tire shop can claim that they attract “raving fans,” but at Best-One of Indy, it’s actually what they’re known for. It’s literally part of the company's mission statement – and honestly, the team just does a great job at it. You have to give this team credit: It’s not easy making a “raving fan” out of someone who just found out they’re going to need to drop a few hundred dollars on tires. That's a big part of why Best-One...
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November 19, 2024 • 9 mins
Between dealing with inventory, competition, or adapting to retailer and consumer needs, there's a lot for a tire wholesale distributors to deal with. Add proprietary tire brands to the mix, and that brings a whole other level to things, like figuring out how to adapt to market trends, creating value across multiple segments and marketing your brands to the right audience.
Todd Pickens, Turbo Wholesale Tires' chief commercial office...
Todd Pickens, Turbo Wholesale Tires' chief commercial office...
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November 5, 2024 • 15 mins
It shouldn't be news to anyone that the last-mile delivery segment is going absolutely bananas. Supercharged by the COVID-19 pandemic, online retail isn't slowing down; in fact, according to researchers at Statista, global retail e-commerce sales reached an estimated $5.8 trillion last year. Projections indicate a 39% growth in this figure over the coming years, with expectations to surpass $8 trillion by 2027.
To understand the eff...
To understand the eff...
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October 22, 2024 • 6 mins
The off-roading tire segment has seen a lot of growth since the pandemic, and it's only going to get bigger in the coming years. According to SEMA’s 2023 Future Trends report, U.S. off-roading and oversized tires rake in around $2 billion annually, and the light-truck segment in the U.S. is estimated to account for close to 80% of all new-vehicle sales by 2027.
Sailun Tire Americas is hopping on the off-roading trend with its RoadX...
Sailun Tire Americas is hopping on the off-roading trend with its RoadX...
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October 9, 2024 • 32 mins
There's running a business, and then there's running a family business – and as it turns out, many running a tire business are in the latter. Building a company is difficult on its own, and adding family dynamics into the mix can throw a serious wrench into traditional notions of what qualifies as success in terms of leadership, expectations, value, accountability, legacy, and a whole lot more. This isn't necessarily a bad thing, b...
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September 24, 2024 • 7 mins
All-weather tires are becoming a popular choice for drivers, particularly as colder weather approaches. According to the U.S. Tire Manufacturers Association, there is a strong market opportunity within this segment, which saw 6.1 million replacement tires sold in 2023. This trend is not new to tire manufacturers like Goodyear, which is capitalizing on the demand with the release of its new Assurance WeatherReady 2 all-weather tire.
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September 16, 2024 • 14 mins
How big is the knowledge gap between you and your customers when it comes to the difference between all-season and all-weather tires in your region? When you consider all the aspects surrounding the tire sale – from driver demands to technological differences to price to simple vocabulary befuddlement – it's easy to understand why your customers are confused.
According to Chris Han, Senior Product and Channel Marketing Manager at Ku...
According to Chris Han, Senior Product and Channel Marketing Manager at Ku...
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September 6, 2024 • 9 mins
Flying into Monterrey, Mexico, the first thing you'll notice is the serene & green mountain ranges all around you. After getting off the plane, the next thing you notice will be the restroom you just missed before joining the international customs line, as your brain hurriedly looks for another one. But we put that crisis behind us before joining employees from ZC Rubber for a special event.
Tire Review recently flew down to Mex...
Tire Review recently flew down to Mex...
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