What’s Treading with Tire Review
What’s Treading with Tire Review brings you the latest tire industry trends, issues, technology and shop management practices among dealers in the industry today.
Episodes
August 19, 2025 • 19 mins
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 innovat...
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August 5, 2025 • 18 mins
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 Mana...
To mark 120 years since that invention, we sat down with Barry Terzaken, Product Mana...
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July 22, 2025 • 5 mins
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 t...
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 t...
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July 8, 2025 • 26 mins
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 intern...
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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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