Contacts
Info
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 & Posts
Episodes
Posts
6 MAY 2025 · 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 Drivers
Each 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 Drive
The 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 Tires
During 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.
22 APR 2025 · 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 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 Tread
When 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 Performance
This 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 performance
Pirelli 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 Miller
We 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
8 APR 2025 · 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, President of https://www.tirereview.com/atturo-tires-second-in-class-finish/. 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 Dealers
The 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 Market
Tune 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.com
Hunter: www.hunterengineering.com
25 MAR 2025 · The http://www.kmtire.com/takeaways/ 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 https://www.tirereview.com/tag/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 https://www.tirereview.com/tag/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 https://www.tirereview.com/tag/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 https://www.tirereview.com/tag/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.com
Hunter Engineering: www.hunter.com
11 MAR 2025 · Nokian Tyres is making a splash in the North American UHP tire market with the release of the https://www.tirereview.com/nokian-tyres-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 Durability
The 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.com
Hunter Engineering: www.hunterengineering.com
25 FEB 2025 · 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 Optimization
Josh 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 Dealers
Josh 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 Development
But, 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.com
Hunter Engineering: www.hunter.com
4 FEB 2025 · 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: https://www.tirereview.com
21 JAN 2025 · 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 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 Mitigation
The 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 GT
To 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 Lineup
Hankook 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 Design
There 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.com
Hunter Engineering Company: www.hunter.com
7 JAN 2025 · 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 https://www.tirereview.com/tag/dealer-meeting/. 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.com
Hunter Engineering: www.hunter.com
17 DEC 2024 · 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: www.aapexshow.com
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.
Information
| Author | Babcox Media |
| Organization | Babcox Media |
| Categories | Technology |
| Website | www.tirereview.com |
| - |
Copyright 2025 - Spreaker Inc. an iHeartMedia Company
