What’s Treading with Tire Review

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Hankook’s iON HT Fills the Light-Truck EV Tire Gap Jul 22, 2025

Show notes

EVs aren’t just sedans anymore — they’re trucks. And those trucks need tires built for weight, torque, and traction. That’s where the new EV truck tire, the Hankook iON HT, comes in.
We met up with Robert Nasca, Product & Marketing Training Manager at Hankook Tire, at the Electrify Expo in LA, where Hankook revealed the latest addition to their EV-specific iON lineup. Built from the ground up for electric vehicles, the iON HT targets electric light trucks and SUVs — a segment Nasca says had been missing a purpose-built EV tire.
Hankook iON HT Tire: Tailored for Performance
According to Nasca, an EV truck can weigh up to 30% more than its gas-powered equivalent. That means more torque, more braking force — and a lot more stress on the tire. Hankook addressed that with:

An “XL” load designation for extra strength;
Reinforced sidewalls for added rigidity;
A construction that handles electric torque and heavy loads.

Nasca highlighted Hankook’s use of Roll Lite Compound and Opti Cure Technology to reduce rolling resistance and improve range. The tire also includes ProDurable Compound and Opti Tread Technology, which support an industry-leading 80,000-mile treadwear warranty.
Striking Design and Smart Serviceability
One standout feature? The iON Clad sidewall, which draws inspiration from lightning. And in a move that prioritizes ease of service, Hankook left out inner foam — a decision based on feedback from OEMs and retailers who say foam-lined tires can be difficult to service.
This EV Truck Tire Arrives in August Made in Korea, the iON HT arrives this August in 18- to 22-inch sizes with T and H speed ratings. For shops and drivers looking to support electric trucks with the right tire, this new EV truck tire stands ready. Watch the full video to see our conversation with Robert Nasca and get a closer look at the iON HT in action at the Electrify Expo.

Global Air Cylinder Wheels on Re-Inventing the Tire & Wheel Jul 08, 2025

Show notes

Dramatic innovations can sometimes be a tough sell in the tire and wheel industries. After all, how many times have you been told "No need to re-invent the wheel?" However, in this episode of What’s Treading, Harmen Van Kamp, CEO and co-founder of Global Air Cylinder Wheels, aims to challenge that mindset with a new alternative that replaces the traditional tire-and-rubber setup with a fully mechanical steel structure and an internal air suspension system known as an "air suspension wheel."
Tire Review: www.tirereview.com
Hunter Engineering: www.hunter.com

Meet the Tire Industry Leaders Recognized in the 2025 Class of Club 3633 Jun 17, 2025

Show notes

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

Hankook Formula E Tires Deliver Grip, Speed and Consistency in Miami May 20, 2025

Show notes

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 Strategy
At 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.

Inside Kumho’s Push to Redefine UHP Performance with its Ecsta Sport UHP Tire Lineup May 06, 2025

Show notes

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.

Can Pirelli’s Scorpion XTM AT Performance Handle Death Valley’s Toughest Terrain? Apr 22, 2025

Show notes

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

SUV Tire Selection Tips for Tire Dealer Customers Apr 08, 2025

Show notes

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 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 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

Friends, Products and Industry Insights from the K&M Tire Dealer Conference & Trade Show Mar 25, 2025

Show notes

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.com
Hunter Engineering: www.hunter.com

Experience the Nokian Tyres Surpass AS01 UHP All-Season Tire in Our Performance Review Mar 11, 2025

Show notes

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 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

How Bridgestone Is Using 4.5 Million Connected Vehicles to Improve Fleet Efficiency Feb 25, 2025

Show notes

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

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