What’s Treading with Tire Review

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

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 of Indy has been named Tire Review's 2024 Top Shop.But, if you stop digging into the shop's strengths there, you're doing yourself a big disservice.To understand the inner workings of what makes this business tick – from attracting customers to hiring skilled technicians who want to stay on board for the long term, and how the business stays at the front of drivers' minds in the Indy area, I sat down with the leadership team here at Best-One to pick their brains.Watch the video above to see us surprise the Best-One of Indy team with news that they have been named Tire Review's 2024 Top Shop Winner. Tire Review: www.tirereview.comAAPEX: www.aapexshow.com

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 officer, says that Turbo is trying to adapt it's proprietary lines to meet the changing needs of consumers and retailers in an attempt to position itself in an already crowded market. In this episode of What's Treading with Tire Review, Pickens takes us through Turbo's 'go-to-market' approach for growth, from its partnership with Double Coin to launch Rolling Big Power's commercial line, marketing that targets younger consumers, developing an EV-specific tire under its Lexani brand, and climbing up the Tire Tier ladder. Tire Review: www.TireReview.comAAPEX: www.AAPEXShow.com

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 effect this incomprehensible amount of dollars intends to have on the tire industry, we're sitting down with Marshall Gillespie, director of proprietary brand commercial merchandising at American Tire Distributors (ATD). Gillespie discusses emerging trends in the medium-duty truck tire market, the growing acceptance of value-oriented brands like Hercules Tires and the impact of economic conditions on purchasing decisions. He also shares how fleet owners and operators are more open to exploring new brands to achieve cost savings without sacrificing quality, a shift ATD is capitalizing on as the company expands its portfolio to meet this demand. “We're really leaning into [last-mile delivery] in terms of our product portfolio, our ideas for new product development, and our stocking strategies,” he says. Additionally, Gillespie touches on the return of market stability in 2024 after a challenging 2023 and forecasts modest growth for 2025, driven by increased utilization in Class 8 trucks. Tire Review: www.tirereview.com AAPEX: www.aapexshow.com

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 brand, recently releasing the RoadX RX Quest R/T tire. Made for trucks and SUVs – and including on- and off-road capabilities, the tire comes in over 40 sizes, a 45,000 mile warranty and even a 3PMS rating for severe winter certification.In this episode of What's Treading, Sailun had Tire Review out to Horseshoe Bay, Texas to test the off-roading capabilities of the RoadX RX Quest R/T. Sailun's manager of PLT in Canada, Dwayne Sawyer, gave us the inside scoop into the tire's development process and the rigorous testing Sailun does on this and all of its tires. Tire Review: www.TireReview.comAAPEX: www.AAPEXShow.com

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, but it does bring its own set of challenges.Of course, a business built upon family values comes with a host of huge positives as well, like a company culture strengthened by incredibly deep roots. At RNR Tire Express, those positives really shine, encapsulated by the relationship between Founder Larry Sutton and his son and CEO, Adam Sutton. “We have an instant baked-in trust that usually takes years to develop… when you're working off the same set of core values, it makes it a lot easier,” Adam says. In this episode of What's Treading with Tire Review, Larry and Adam take us through their respective entrepreneurial journeys, from Larry's early days in the rent-to-own industry to the founding of RNR Tire Express, which initially focused on custom wheels. The duo shares how they made the shift to concentrate on passenger tires, growing the business into a nationwide chain with 200 stores in 30 states, and gives an honest and insightful look at the dynamics of running a family business. Tire Review: www.tirereview.com AAPEX: www.aapexshow.com

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.Recently launched in 58 sizes (with more to come) the tire offers a 60,000-mile tread life limited warranty. The WeatherReady 2 will eventually replace the original WeatherReady tire, introduced in 2017, as Goodyear plans to phase out the older model in most sizes. In this episode of What's Treading, Goodyear provided Tire Review an opportunity to test the WeatherReady 2 firsthand, and Goodyear's product marketing manager, Andrew Lau, provided insights into the attributes of the new tire. Tire Review: www.tirereview.com AAPEX: www.aapexshow.com

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 Kumho Tire, one of the biggest points of confusion stems from the similarity in terminology, as many consumers assume "all-season" means the tire will perform in all weather conditions.  "Many consumers think all-season actually means all-weather... but they're not necessarily meant for severe weather conditions," Han says.On this episode of What's Treading with Tire Review, Han emphasizes the evolving landscape of tire technology and consumer preferences, and introduces the Kumho Solus 4S HA32 tire, which was originally launched as an all-weather product but has since been repositioned as a next-generation all-season tire. Han also shares insights into the trade-offs tire manufacturers must consider when developing these products and practical maintenance tips for tire dealers and consumers alike. This episode is sponsored by Kumho Tire.

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 Mexico to witness the groundbreaking of ZC Rubber's third overseas manufacturing facility—and to get to the site where the facility will be, we had to take a short drive to the nearby city of Saltillo, specifically stopping in the Alianza Industrial Park. Though it's mostly a field for now, soon it will be home to ZC's third international manufacturing facility, and at a size of 600,000 sq. m., this plant is going to be big. For the ceremony, ZC executives and local government officials took turns thanking one another for the opportunity, and celebrating what they expect to be a fruitful partnership, before digging in with gilded shovels.ZC said this plant will be highly automated and follow the company's "future factory" model. The company said this automation increases speed, safety, consistency, and warehousing and shipping capabilities. Despite the advancements, ZC expects to employ about 2,000 locals at the plant when it's up and running. Speaking of, the timeline to get things running is short. The company expects the first tires to roll off the line by late 2025 or early 2026."Actually, I already got some orders," said Henry Shen, ZC Rubber's vice president and secretary of the board of directors. Shen sat down with Tire Review for an interview during our time in Mexico, to break down details of this new project. He said even before construction began, customers were showing interest. "I already got some orders when I flew from Shanghai to Los Angeles, and Los Angeles to here," Shen added. "People like Mexican products because there is a much shorter lead time and they can get tires within several days. The other very important reason for U.S. or Mexico customers this what they call a 'sustainable supply.' Thailand, Vietnam and China all have tariffs andy they travel a long distance. There's a lot of uncertainty there.”The plant is expected to have a starting annual capacity of more than 13,000,000 passenger car tires and over 50,000 tons of off-the-road (OTR) tires, which Shen tells us will help supplement growing demand in the North American and Latin American markets."We studied a lot of places. This whole program started two years ago with people coming here to see different options,” he said.In our interview, Shen also explains how ZC settled on Saltillo as the site to plant its flag, what goes into an automated facility like this, future plans the company has for this area and more. Tire Review: www.tirereview.com AAPEX: www.aapexshow.com

Every year, members of the Ohio Tire & Automotive Association gather at the Country Club at Muirfield Village in Dublin, Ohio for OTAA's annual golf outing. For the first time in three years, this year's outing had a full field with 128 golfers – which included members of OTAA from independent tire shops and dealerships, friends and family of those members, and media.Watch the video for more insight from Wallick and Boyd on the event, including an explanation on the benefits of the annual OTAA golf outing, information on OTAA priority legislation and an inside look from our perspective at this years annual outing.Tire Review: www.TireReview.comAAPEX: www.AAPEXShow.com

There's no better place to find out how a tire performs than up close and personal on the track, which is why Hankook Tire, as the official technical partner and tire supplier of the ABB FIA Formula E World Championship and the official sponsor of the races happening this weekend at the Portland International Speedway, to watch their product perform at the highest level of electric vehicle racing.Hankook's North America president, Rob Williams, said that the iON Race tire is directly responsible for the technology being used in Hankook's passenger iON tires. The iON Race is constructed using organic rayon - a semi-synthetic fiber – which is common in racing tires and UHP tires. It is very stable, strong and heat-resistant, and by pairing it with a blend of natural rubber, Hankook was able to achieve a level of tear resistance and durability that they say they are very happy with.In electric racing, the efficiency of the car is every bit as important as its power, because these vehicles want to squeeze every last ounce of energy out of those batteries before they have to fuel up again. So, of course, Hankook went the extra mile reducing roll resistance as far as possible on the iON Race to help make the car more efficient. These Gen3 Formula E cars are powerful. Gen3 hit the track during last year's season and introduced a rather significant power increase of 100 kilowatts over the previous generation, to a maximum of 350 kW. That's equivalent to around 469 horsepower, and vehicles can reach a top speed of 174 miles per hour.Watch the video above to hear more about how these tires perform, how they influence Hankook's passenger EV tire line, and why keeping these tires sustainable is so important to Hankook, including interviews with German Formula E driver, Maximilian Günther and Hankook's North America president, Rob Williams. Tire Review: www.tirereview.com AAPEX: www.aapexshow.com

Take a look at the next vehicle that rolls into one of your bays. If it was manufactured in the past 5-10 years, I'm willing to bet you'll be able to pick out a sensor or two staring back at you rather quickly. However, there's a significant gap in this technology when it comes to the tires. Sure, TPMS certainly prevalent and helpful, but it fails to alert the driver to attributes like tread depth, stiffness, and balance.To address this issue, Yagil Tzur, vice president of products at Tactile Mobility, says his company is pairing the use of advanced sensors and artificial intelligence with tires to enhance the safety and efficiency of driving experiences."Car manufacturers rely on drivers to go and look at the tires to check that they are healthy and in good condition. But we can't fool ourselves – no one is doing that. Most of the people even don't know what to check in a tire, and this has become a major issue," Tzur says. "We must be able to monitor the tires automatically, just as we get an alert from the car if we have an issue with the engine, with the oil, with the exhaust or with the water level. We need to know what is happening with the tires." On this episode of What's Treading with Tire Review, Tzur explains how virtual sensors—software programs that analyze existing vehicle data to generate new insights – can combine data from various vehicle systems, such as wheel speed, steering angle, and engine torque, to monitor tire conditions and other safety-related parameters. Tire Review: www.tirereview.comAAPEX: www.aapexshow.com

The EV tire sector is red-hot – and for good reason. Kelley Blue Book reported there were 1.2 million EVs added to the car parc in the U.S. in 2023, bringing the market share of these vehicles to 7.6%. S&P tells us that in the U.S., 2024 and 2025 will have over 130 new vehicle launches, with over half of them electrified. Tire manufacturers aren't taking their collective eyes off of this data, with some putting a lot of effort and R&D into finding ways to stay ahead of the market and hone in on the needs of EV customers.Sharing his thoughts on a recent episode of What's Treading, Shawn Denlein, president of sales and marketing at Kumho Tire USA, discussed the company's two latest EV-specific tire lines – the Majesty 9 Solus TA91 EV and Crugen HP71 EV – and how these lines fit into the EV tire marketplace."Our goal is not only to meet but exceed the expectations of EV drivers," Denlein says. "Kumho wants to be the new benchmark for performance efficiency and reliability in the EV market."On this episode of What's Treading with Tire Review, Denlein dives into Kumho Tire's strategy behind designing tire lines exclusive to EV drivers, how important the EV marketplace is to Kumho Tire, and some of the standout technology found in the company's latest EV tire lines.Tire Review: www.tirereview.comAAPEX: www.aapexshow.com

How long have we been talking about the technician shortage now? Too long. It's been an issue for nearly every shop owner I've ever spoken to and seems to have taken hold of the industry around the time Moses was handed the 10 Commandments. We know better by now that there's no magic bullet out there to stop this boss monster, but there must be better ways to chip away at its life bar.Andrew Coccari, VP of Sales and Marketing at Sonic Tools USA, says his company has a solution that has proven to be a great tool to battle this beast.“When you provide the tools and give them a pathway to earn those tools as their own ... it leads to a much happier, more rewarding life at the shop if you're a technician,” says Coccari. "And, we have the data to prove that it actually makes it more productive as well." In this episode of What's Treading with Tire Review, Coccari delves into the causes of the technician shortage and offers some novel solutions to address the need for help around the country, such as modernizing the work environment to attract younger technicians. Tire Review: www.tirereview.comAAPEX: www.aapexshow.com

I don't care if you've been in the tire industry for 40 years or 40 days – a lot has changed since you got started. Recently, some of the biggest changes are happening on the technology side: AI, smartphones and sophisticated software have never had such a presence on the shop floor. There's too much to wrap your head around to successfully keep the evolutions in the industry straight.To help address this, Anyline is this year announcing the first-ever T.I.R.E. Summit, emphasizing its focus on Technology, Insights, Regulations, and Engagement, taking place this year on June 13 in Vienna, Austria. During a recent conversation with Chris Plaichner, chief product officer at Anyline, he highlighted the need for industry players to share knowledge and explore new technological applications."There's a real demand in this industry because so many things are changing," he says. "We want to understand what's possible, how others do it, and how they apply the technology."In this episode of What's Treading with Tire Review, Plaichner shares his thoughts on how shifting from traditional methods of tire shop management to real-time, mobile-based solutions can enhance efficiency and accuracy, how artificial intelligence is becoming a game-changer for the industry, and what can be expected from the upcoming event – even hinting at a U.S.-based version in the near future.Tire Review: www.tirereview.comAAPEX: www.aapexshow.com

Ask anyone in business long enough to find success and they'll likely tell you that relationships got them there. Cosmo Tires, operated by Tire Group International, is no different and is continuing to lean on its uncanny ability to cultivate strong, family-first partnerships as a cornerstone for growth."With everything that we do as a brand, if it's not all authentic and we're not able to reach the consumers where they interact with brands in the marketplace, then we lose some of that connectivity. It can get filtered, and we want to make sure that we capture everything from the street, take it all the way into the organization, and feed it directly into product development," says Dominick Montouri, the chief strategy officer for Tire Group International. "We want to make sure we keep that chain very, very short, but also keep it authentic and you don't lose any of those key attributes about what really matters to consumers in our space."In this episode of What's Treading with Tire Review, Montouri shares insights into how Cosmo Tires plans to expand its footprint and its engagement with consumers and partners, ensuring that the brand's evolution is just as much about meaningful connections and solutions in the tire industry as it is growth.Want more What's Treading? Click here.Tire Review: www.tirereview.comAAPEX: www.aapexshow.com

Launching a brand in a new market is never easy... even if that brand has nearly 60 years of established history behind it. This is the case with MatraX Tyres, which has roots stemming back to 1965 in Portugal. Now, the company is expanding into the U.S. with passenger car tires, with plans to add more tire lines soon."The U.S. market is big – it's the biggest market in the world. It's challenging because, apart from the size of the market, we are talking about different weather conditions and different road conditions between many states. We are talking about [which regions need] winter tires, all-season tires, summer tires. It's a very diverse market," Says Andre Bandeira, managing director for MatraX Tyres. "So, we need to adapt our products to these different markets. That's not so in many other markets, where we have a product that will already fit 80% of the market. In the U.S., it doesn't work this way."In this episode of What's Treading with Tire Review, Bandeira discusses how MatraX Tyres was introduced to the North American market, how the company is adapting its products to diverse U.S. conditions, the challenges and solutions associated with distribution logistics, and the importance of dealer support and relationships.Tire Review: www.tirereview.comAAPEX: www.aapexshow.com

 They say that 10,000 hours of practice will make you an expert at whatever task you've set your mind to. If that's the case, what does 120 years of practice make you? (That's 1,051,000 hours, for the record).In 2023, Continental marked its 120th year of retreading truck and bus tires. Today, the tire manufacturer retreads more than one million truck and bus tires worldwide every year – conserving resources and reducing costs all along the way. In fact, according to a study by the Fraunhofer Institute for Environmental, Safety and Energy Technology (UMSICHT), retreaded tires reduce CO2 emissions by up to 50% compared to new tires. The amount of recycled and renewable materials in retreaded tires can be up to 85%.While the benefits of retread tires haven't waned, modern retreading facilities are very different from those designed a century ago. For example, today these factories use barcode tracking to monitor tires throughout the retreading process, which has significantly improved efficiency and data collection, allowing for better analysis and decision-making. Plus, today's factories have inspection equipment to ensure the tires leaving the factory are of the highest quality possible. "[Continental's] inspection process allows us to know what's happened in a casing and make some good predictive models of whether that casing will be retreadable. From a continental point of view, we also have a high-pressure test at the end of our process so that we can ensure that anything that gets through the process is going to be a safe and reliable retread when it gets mounted on and aired up and goes onto the tire," says John Cox, head of retread truck tires Americas. "The overall inspection is going to keep the retread better as well."In this episode of What's Treading with Tire Review, Cox discusses the advancements and changes in the tire retreading industry, retread market trends in 2024, and the importance of tire dealers advising their fleet customers on the benefits of retreading.Tire Review: www.tirereview.comAAPEX: www.aapexshow.com

Succeeding as an independent tire dealer isn't ever a "copy and paste" operation. What works for the dealer down the street isn't necessarily going to work for you, and what works for you may not work for a dealer selling the same tires halfway across the world. Yet, it's the same thread that lead to success for each one."They all want to make money," says G.S. Sareen, president and CEO of Omni United, the manufacturer of Radar Tires. "They're all looking for a product on which they can maximize their profit margins – and what are the things that will help them maximize their profits? Is it quality? Is your quality at par with the premiums? Are you punching above your weight in terms of performance? Are your designs better than the rest? Are you a one-stop shop for them? Can you give them the whole spectrum of products?"It's quality design, range and availability. Surely price competitiveness plays a role, but not as much as people think it does. I think the other aspects play a much wider role because if you don't have those, you can give any price, it's not going to work."In this episode of What's Treading with Tire Review, Sareen discusses what it takes to meet the varied needs of tire dealers around the globe, noting that despite each market requiring individualized strategies, quality, design, range and availability must be consistent no matter where they do business. He also emphasizes Omni United's commitment to sustainability and carbon neutrality, and what it means to "do the right thing" as a tire manufacturer.Tire Review: www.tirereview.comAAPEX: www.aapexshow.com

Commercial tire dealers had their hands full in 2023, dealing with supply chain disruptions, fluctuating raw material costs and oversupply leading to less-than-stellar sales numbers around the country. The good news is that things are already looking up this year, but it's not simply by accident. Instead, commercial tire dealers are finding opportunities to improve their fleet relationships and are discovering new ways to adapt to the needs of the market."Some of the very successful dealers are being more aggressive. They're going out to their fleets and the industry and are providing more services, like fleet checks, air pressures, consulting on new tires," says Brian Sheehey, senior vice president of Ralson Tire North America. "The tire industry is a dynamic industry just as the vehicle industry is. Fleets' eyes have to be open and the dealers have to be partners in that, and the manufacturers have to supply that information to the dealers."In this episode of What's Treading with Tire Review, Sheehey discusses strategies for dealers to better manage their inventory, and how manufacturers like Ralson Tires are working closely with their customers and fleets to adapt to new demands, such as the needs of electric vehicles, sustainability efforts and other innovations.Tire Review: www.tirereview.comAAPEX: www.aapexshow.com

What does "leveling up" your tire business in 2024 mean? It's an easy question to write off while your bays are filling up, or when your phones are ringing off the hook, or when a shipping delay stops an important order from arriving on time, or when a customer is complaining, or when your shop equipment fails...The list of trials and tribulations taking place daily in the life of your friendly neighborhood tire dealer goes on and on, and it's hard sometimes to take a step back to examine what incremental changes can be made to take a business to the next level. During this year's annual K&M Tire Conference and Trade Show, Cheryl Gossard, president of K&M Tire, had high hopes that the company's dealer base would walk away inspired to do just that."We feel like if everybody just focuses on getting 1% better every day – whether that's in their business, whether that's with working with their employees or in a department or whether that's in their personal lives – we just always want to continue to get better and we want to help," she said.In this episode of What's Treading, we dig into K&M Tire's 2024 goals, expansion expectations and the details of the company's latest partnerships that have been engineered to help dealers take their businesses to the next level.Tire Review: www.tirereview.comAAPEX: www.aapexshow.com

A successful tire launch seems to fall somewhere in the middle of innovation, customer satisfaction and dealer support. By that account, Hankook Tire seems to have followed the tire launch playbook to the letter with the recent debut of its all-season touring tire, the Dynapro HPX, designed for SUVs.According to Rob Williams, president of Hankook Tire America Corp., the R&D that went into the Dynapro HPX focuses on following the latest SUV trends while leaning into attributes that will meet the needs of a variety of drivers."I think we all know that the SUV segment has grown immensely in the last 10 years. When SUVs first came out, it was really looked upon as more of an off-road type vehicle. Today, SUVs have become the family vehicle," Williams says. "Maybe you take it off-road when you go camping, but we found out that consumers have a wide range of needs and that's where we had to look to ensure that we had products to meet all the different needs of those SUV owners. I'm going to say that today the HPX and the AT2 Xtreme are definitely our bestsellers for most of the consumers to drive SUVs."In this episode of What's Treading, we get the nitty-gritty details surrounding Hankook's Dynapro HPX tire, with Williams highlighting key features and new technology. Williams also discusses the value of the company's tire test track in Korea, dealer support initiatives and the state of the supply chain in regard to dealers in the North American market.Tire Review: www.tirereview.comAAPEX: www.AAPEXshow.com

In only the past year or so, AI has opened a Pandora's box of opportunities to better care for customers and their vehicles – so much so that today's consumer has unlocked a new level of knowledge surrounding all aspects of maintenance.Here's an example: A driver thinks it might be time for a new set of tires since their current set is looking a bit on the worn side. He doesn't own a tread depth gauge and wouldn't know what to do with one anyway. However, he does have an app on his smartphone that uses machine learning technology to analyze treadwear and creates an AI-generated recommendation on whether that tire needs to be repaired or replaced. Going a step further, though, the app communicates with the driver's tire dealer to indicate he'll be coming in for a new set of tires.Zach Olson, founder and CEO of Treads, an AI-powered car maintenance platform, says this is only the beginning."I think when looking at it from the industry perspective, there's all sorts of talk of technician shortages, training gaps, and just really fulfilling the demand for the professionals on that side of the industry. But, technology can come in and start filling in quite a few gaps where if you can automate so much of the customer experience, the customer service side, so when a car shows up in the shop, you know exactly what it needs, what's wrong with it, and how to go about with the right solution – and the customers already paid for it," Olson says. "Technology's going to fill that gap where technicians can do what they're best at, and that's getting people back on the road safely." In this episode of What's Treading, Olson, explains how the Treads direct-to-consumer mobile app subscription service can simplify the car maintenance process. He also details how the company's growth strategy involves partnering with a range of service providers, from small businesses to large national brands.Tire Review: www.tirereview.comAAPEX: www.aapexshow.com

It's hard to think of many places where electrified and autonomous vehicles are more welcome than underground. Large mining outfits depend on the advantages these attributes offer – mainly zero emissions and keeping drivers out of harm's way, respectively – to maximize profits and uptime.To keep these and other OTR fleets moving, OTR tire manufacturers like BKT must constantly keep a finger on the market's pulse to ensure they can stay competitive and ensure they can best meet the needs of these customers. In many cases, these needs include aggressive sustainability initiatives, says Chris Rhoades, BKT's vice president of OTR. "Go to any major mining company's or aggregate producer's website and take a look at how everybody's got their own statements on sustainability and what they're trying to accomplish. Of course, tires play a big role in that," Rhoades says."As a manufacturer, we take a look at every step along the manufacturing process, from acquiring raw materials to the finished goods, to see what we can do to reduce waste and increase efficiencies. One of the highlights and keystones of BKT is we're the only tire manufacturer that has our own carbon black manufacturing plant. Approximately 30% of a tire's weight is carbon black, and we meet 100% of our requirements out of our own plant on that."In this episode of What's Treading, Rhoades delves into the rise of electric and autonomous vehicles in the OTR sector, current market trends, and BKT's commitment to sustainability. We also discuss the state of the OTR tire market, customer needs and the complexities of tire supply and application.Tire Review: www.tirereview.comAAPEX: www.aapexshow.com

Jared Kugel, the CEO of online tire retailer Tire Agent, made waves in the tire industry last August when the business appeared on Inc.'s 5000 list of the fastest-growing startups. Kugel says the accolades are due in large part to the company's customer-first approach, which has secured Tire Agent a loyal customer base and a high repeat purchase rate."Over time we've become more than just an online tire retailer. We don't want it to be so transactional; we want it to be relationship-based," Kugel says. "For us, it's far more than just the sale. It's before the sale, after the sale, and then hopefully we're great enough that you want to keep referring us."I think the numbers are speaking for themselves where people really appreciate what we're building. We're trying to become really the destination for tires for people."In the latest episode of What's Treading with Tire Review, Kugel reflects on how his background in the tire industry has inspired Tire Agent's business practices. Kugel discusses how maintaining a competitive edge in the tire industry goes beyond low pricing, finding the secret to success by focusing on value-added services and the overall buying experience. Kugel also shares insights on the company's operational efficiencies, strategic customer service methodologies and overall customer engagement.Tire Review: www.tirereview.comAAPEX: www.aapexshow.com

In August, Linglong Tire established a new subsidiary, Linglong North America Sales, headquartered in Palm Beach Gardens, Florida. The company appointed industry veteran Geoff Doster as the president of this newly established entity. Now, with a few months worth of his getting his feet wet in the position, Doster stopped by this episode of What's Treading with Tire Review to reveal his vision for the future of Linglong, as well has how he intends to navigate the company's challenges and aspirations going into 2024."Linglong's been doing business in North America for 20 years, and the goal of the North American team is for us to first elevate our brands in the marketplace, as well as our marketing, our branding, our programs, our product lines, and segments to the market to make sure that we're actually hitting the needs of our customers and our end consumers," Doster says. "At the end of the day, I want to be a supplier of choice. I want to be a supplier that exceeds the expectations not only of our customers and our business partners, but also our end consumers."On this episode of What's Treading with Tire Review, we speak with Geoff Doster about Linglong's position in the market and his long- and short-term goals for the new subsidiary. We also discuss Doster's predictions about North America's competitive landscape heading into the new year and the advantages of being able to meet the unique needs of customers in different regions.Tire Review: www.tirereview.comAAPEX: www.aapexshow.com

Rolling resistance, durability and overall comfort all play a huge role in tire design, but these characteristics are under a bright-hot spotlight in the context of electric vehicle tires. That's why Nokian Tyres recently revealed its "Electric Fit" symbol to showcase to customers that these attributes have been given special attention in select tires. The company uses a combination of factors, including tire compound, tread pattern and silencing technologies to optimize EV tire performance."Many of these characteristics are ones that we have been developing for the European tire [market] for a long time already, and many of these topics are actually such that they also happen to match with the requirements for EV cars," says Marko Saari, head of product management at Nokian Tyres. "As a result of that, we have gained quite a long experience on getting all these different characteristics taken into account, and we can tap into this expertise when we are developing the tires."On this episode of What's Treading with Tire Review, we pick Marko's brain about the challenges of designing tires for electric vehicles, learn about how the European automotive market is influencing U.S. EV tires, get an understanding of the technology needed to eliminate noises in the cabin, and even delve into the company's commitment to sustainability.

In September, Bridgestone Americas released its new Potenza Sport all-season UHP tire. As with many UHP tire offerings, the company says the tire is targeted toward consumers who are enthusiastic about driving their sporty performance vehicles, but the tire has also been designed with a focus on regions that experience light snowfall. One attribute that especially caught our interest was the fact that this is the company's first UHP all-season tire to feature Bridgestone's "Enliten" technology, which the company says is engineered to help optimize all-season performance and provide longer wear life."Bridgestone's position is that if the tire wears longer, we get more wear life that is more sustainable, and that's better for the consumer," says Dale Harrigle, chief engineer of replacement tires and Bridgestone Americas. "We like tires, but most consumers don't want to go to the tire store and buy tires. If they have to buy fewer tires, they have to use fewer tires, and that's more sustainable for the planet."On this episode of What's Treading with Tire Review, we drill Harrigle on the science that's been built into the Potenza Sport all-season UHP tire. Harrigle helps us understand how the tire technology found in the new tire works, the company's targetted vehicle models, and when tire dealers can expect new sizes to be released.Tire Review: www.tirereview.comAAPEX: www.aapexshow.com

When you think of your shop's most valuable assets, what comes to mind? Perhaps it's expensive shop equipment or the price that comes with employing skilled technicians. These are great answers, but the experts from Torqata, a data analytics software company that works mainly with tire manufacturers, distributors and retailers, suggest the answer may be a bit less tangible."Tire dealers handle a wide range of sensitive data. Customers provide addresses, emails, phone numbers, and even identification details for their vehicles. Protecting this customer data is paramount," says Tim Eisenmann, CEO of Torqata.A tire dealer's sensitive data – including customer information and internal operational data – might be their most valuable assets, yet often times it can be some of their least protected resources."Modern times have seen a shift towards web-based shop management systems. This exposes businesses to a range of cyber threats, including phishing and ransomware," adds AJ Pryor, Chief Technical Officer at Torqata. "Human error remains a significant vulnerability."On this episode of What's Treading with Tire Review, Eisenmann and Pryor join us to explain just how sensitive and vulnerable tire dealer data can be, some of the most common cyber attacks on tire dealers, the steps that can be taken to improve data security, and even a few of the industry standards and certifications that tire dealers should be aware of.Tire Review: www.tirereview.comAAPEX: www.aapexshow.com

If you support your community, it's going to come back around to your business. It's a simple mantra, but sticking to it has worked wonders for Black's Tire & Auto Service.Today, the business stands 55 Black's Tire & Auto Service tire and vehicle repair centers in operation across North and South Carolina, and Black's continues to grow. There are also 10 distribution warehouses – seven full-service wholesale distribution centers and three satellite wholesale distribution operations – and a tire retread manufacturing center located in Clarkton NC.“We try to participate in every community we serve across North Carolina, South Carolina and Southern Virginia,” says Rick Benton Jr., Black's Tire ­­­­­vice president of sales/marketing, managing director ownership group. “Black's Tire & Auto Service as a company has long held an appreciation for the importance one can have in the development, success and quality of life of others, particularly those in need.”We thought the Black's team deserved a bit of admiration for its focus on people. Watch the video above to see us surprise the Black's Tire & Auto Service team with news that they have been named Tire Review's 2023 Top Shop Winner.Tire Review: www.tirereview.comAAPEX: www.aapexshow.comCoats: www.coatscompany.com

Reading the tea leaves is never simple for an OTR tire dealer. With the market so closely tied to typically cyclical industries like construction, mining, agriculture and forestry, many OTR tire dealers will tell you they've experienced their fair share of both feast and famine. So far this year, though, the OTR tire market has been relatively steady, according to Triangle Tire's OTR Director Stephen Reynolds."If there's one thing that I've found to be true in the OTR world, it's that it's a variable rollercoaster. It's always either going up or down. So if you can maintain a flat line, that's something of a moral victory in my opinion," Reynolds says.In this episode of What's Treading with Tire Review, Reynolds gives us the details on the current state of demand, as well as where he sees the market heading as we approach 2024. Plus, we learn about how freight rates and Triangle Tire's recent warehousing expansion are affecting tire dealers.Tire Review: www.tirereview.comAAPEX: www.aapexshow.com