What’s Treading with Tire Review

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What’s Treading with Tire Review brings you the latest tire industry trends, issues, technology and shop management practices among dealers in the industry today.

  1. 4D AGO

    Let's Review Sailun's Atrezzo SVA2, Terramax AT2, and Terramax RT Tires

    Three tires, one incredible day at the track. At the scenic Burt Brothers Motorpark in Salt Lake City, we spent the day doing a good, old-fashioned Sailun tire test, putting three of Sailun Tire Americas’ newest products – the Atrezzo SVA2 ultra-high-performance all-season tire, the Terramax AT2 all-terrain tire, and Terramax RT rugged-terrain tire – through their paces across asphalt, gravel, and rock, respectively. Each tire showed off its unique performance and character. We started with the Atrezzo SVA2, developed by the Chattanooga-based R&D team for North American roads. It features an asymmetrical tread design and Quiet Ride Technology for confident handling and a calm, composed feel. Next up was the Terramax AT2, designed for drivers who divide their time between the highway and off-road. The AT2 features a new casing, enhanced compound, and protective sidewall biters for traction and cut resistance. It’s 3-Peak Mountain Snowflake certified and backed by a 50,000-mile warranty. We wrapped up this Sailun tire test with the Terramax RT, the company’s first rugged-terrain tire. Positioned between an A/T and M/T, it provides aggressive grip without the excessive noise or harshness often found in mud-terrains. Its squared profile and staggered shoulder lugs with stone ejectors are designed to give it confident traction and a stable, on-road feel. Which of these three would perform best in your market? Let us know, and stay tuned for more from What’s Treading.

    12 min

  2. OCT 14

    Can the Cosmo Tires Gripit XT Handle the World’s Toughest Sand?

    Cosmo Tires wanted to prove its newest extreme all-terrain tire, the Gripit XT, in a place that could push it to its limits. That’s how I ended up in Peru (home to one of the driest deserts in the world) with about 100 dealers, distributors, and Cosmo Tires team members. If you want to see what a tire can do on dunes as tall as mountains, there aren’t many better options. Loose sand and steep slopes are some of the toughest conditions for any tire to thrive in. If the Gripit XT could climb the dunes of Ica, it could likely handle just about anywhere drivers might take it. “There is no substitute for having hands-on experience,” CEO Tony Gonzalez said. “The tire performs beyond expectation… and you can see them doing their job right here in the middle of the desert.” Tires like the Gripit XT are personal for Tony. He literally hand-drew its tread pattern before working with engineers to turn that sketch into reality. Out on the sand, the scalloped shoulder lugs dug deep for traction, while Bead Claw reinforcements kept the tire locked on the rim. Cosmo’s Quiet Kat technology (using geometric isolation grooves to break up airflow) kept road noise low. Many sizes feature a 3-ply sidewall and up to 12 plies of under-tread reinforcement for heat control, puncture resistance, and stability. The tire also features Cosmo’s Directed Super Silica compound for cut resistance, wet grip, and lower rolling resistance. Cosmo also backs the tire with a 50,000-mile warranty and its Hassle-Free Warranty Suite. Tire Review: www.tirereview.com Hunter Engineering: www.hunter.com

    9 min

  3. SEP 30

    Are Drive Tires Undervalued in Terms of Fleet ROI?

    Today's the day that we put drive tire ROI front and center. On this episode of What's Treading, Valentino Faraone, Regional Vice President & New Product Development Manager at Double Coin, explains why fleets and dealers should give more attention to this tire position to boost the bottom line. Valentino notes that while steer and trailer tires often dominate purchasing decisions, drive tires carry a heavy cost. They also play a major role in a fleet’s total cost of ownership. He shares methods for calculating drive tire ROI, tracking mileage, and comparing acquisition costs. He also suggests using simple spreadsheets to benchmark performance against other products. The conversation highlights the importance of preventative maintenance. Dealers can deliver real value by monitoring tread depth, air pressure, and mismatched diameters before costly breakdowns occur. Valentino explains that this proactive approach may require an upfront investment but provides significant long-term savings and peace of mind. He also discusses Double Coin’s durability approach, building heavier, more robust tires that excel in harsh environments and offer strong retreadability. That combination, he says, helps fleets maximize value throughout the tire’s lifecycle. For commercial fleets, product quality matters as much as service and maintenance. Dealers who prioritize reliability, preventative maintenance, and consistent support build lasting trust with fleets and owner-operators, Valentino says. Watch now for Valentino’s insights on service, durability, and why the drive tire should never be overlooked in a fleet’s ROI strategy. Tire Review: www.tirereview.com Hunter Engineering: www.hunter.com

    16 min

  4. SEP 16

    Kumho Tire’s Road Venture RT Blends On-Road Comfort with Off-Road Confidence

    There’s something satisfying about hammering through a muddy trail and then cruising home comfortably on pavement. That’s exactly the kind of performance Kumho Tire targeted with the new Road Venture RT, its new rugged-terrain tire built for trucks and SUVs. The Road Venture RT sits between Kumho’s all-terrain and mud-terrain offerings, giving drivers weekday comfort and weekend capability. We hit Hyundai Motor Group’s California Proving Grounds in the Mojave Desert to test the Road Venture RT across four distinct driving modules: mud, pavement, trails, and water-soaked autocross. Kumho Tire Road Venture RT Technology Kumho said it designed the tread to be aggressive and look like it can conquer any terrain, both on- and off-road. The design, robust construction, and new compound technologies enhance that, according to the manufacturer. Rick Cunat, Managing Director at Kumho America Technical Center, said the design details deliver more than just looks.  "These features give the Road Venture RT an advantage in off-road applications," he said. "The angled sipes and zigzag grooves provide a high number of biting edges that allow the Road Venture RT to achieve high traction. These features enable the tire to achieve a high level of performance in snow and off-road." Coming This Fall The Road Venture RT will be available in 27 initial sizes from 17- to 22-inch fitments. Kumho will release more sizes in 2026. It includes a 30-day satisfaction trial, road hazard warranty, and a 50,000-mile treadwear warranty. Watch the episode to see how Kumho’s Road Venture RT performs across multiple conditions from the Mojave Desert.

    6 min

  5. SEP 9

    Maverick Pro Tire Changer Brings New Solutions to Old Shop Challenges

    The Maverick Pro tire changer is Hunter Engineering’s latest leap forward in tire service technology, and we went hands-on at their St. Louis facility to see what sets it apart. Hunter’s David Henry and Engineer Alex Greenhill to walk through its design, features, and technician-focused improvements on this episode of What's Treading. The new pick-and-pull wheel lift saves labor and improves alignment, while the automatic bead roller and light tackle visibility challenges. Hunter says the Maverick Pro tire changer makes tough jobs on stiff sidewalls and low-profile tires faster, safer, and more efficient. Henry explains this equipment “closes the training gap,” helping new technicians reach proficiency in days instead of weeks. Then Greenhill details how real-world feedback shaped upgrades like proportional hydraulic controls, an ergonomic lift, and a waterproof LED system. If shop efficiency, technician safety, and advanced tire-changing equipment matter to your business, watch Hunter’s latest shop equipment in action. Tire Review: www.tirereview.com Hunter Engineering: www.hunter.com

    13 min

  6. AUG 19

    The Nokian Tyres Dayton Factory Secret to Setting Production Records in 2025

    From its “From Tennessee, For America” production philosophy to this year's record-setting output, the Nokian Tyres Dayton Tire Factory in Tennessee is driving growth for the brand, its dealers, and drivers across North America. In this episode of What’s Treading with Tire Review, Nokian Tyres Senior Communications and Content Manager Wes Boling shares how the Dayton facility has become a cornerstone for efficiency, product innovation, and market responsiveness in the States for the Finnish tiremaker. Tire Review: www.tirereview.com Hunter Engineering: www.hunter.com

    19 min

  7. AUG 5

    What Tire Dealers Should Know About Continental Tire Tread After 120 Years

    When you look at a tire, the tread pattern seems like a given... but that wasn’t always the case. Over a century ago, tires were just smooth rubber. That changed in the early 1900s when Continental unveiled the first-ever hand-carved tread pattern at the Frankfurt Auto Show, a move that transformed how tires deliver traction, braking, and steering. To mark 120 years since that invention, we sat down with Barry Terzaken, Product Manager at Continental, to explore how tread design has evolved and where it’s headed next. From Hand-Carved Grooves to Specialized Patterns The first tread was simple: circumferential grooves cut into the tire to help it steer and grip on wet or muddy roads. Terzaken explained that Continental hand-carved early designs to experiment with performance, a practice they still use today alongside advanced simulation and AI modeling. “[Adding tread] was really an astounding change. You have to go back a little bit farther because you're talking about the dawn of private mobility in vehicles at this time,” said Terzaken. “There were needs for traction, there was needs for braking and steering ability. And at the Frankfurt Auto Show, this is the first introduction of an actual hand carved tread pattern. This is where Continental came in.” Modern Continental Tread Pattern Designs Built for Every Driver Today, tread design is highly specialized. Ultra-high-performance summer tires feature asymmetric patterns for cornering grip. Winter and wet-weather tires use directional V-shaped grooves to channel water and snow. Every day, passenger tires often use symmetric patterns to allow easy rotation. Terzaken highlighted how much engineering goes into every detail, even the small ones. "If you look at a lot of our all-season tire grooves, they have little teeth called traction grooves," he explained. "With those little teeth inside that groove, now all of a sudden the groove is giving you traction in a condition where you really need traction, for example."  120 Years, and Still Carving the Future What started as a hand-carved experiment in 1904 is now a field driven by AI, simulation, and thousands of patents. But as Terzaken reminded us, it’s still about one thing: giving drivers the grip, control, and confidence they need on the road. Check out the full episode to see how Continental is celebrating 120 years of tread pattern innovation and pushing the limits of tire design for the next century. Tire Review: www.tirereview.com Hunter Engineering: www.hunter.com

    18 min

  8. JUL 22

    Hankook’s iON HT Fills the Light-Truck EV Tire Gap

    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.

    5 min
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What’s Treading with Tire Review brings you the latest tire industry trends, issues, technology and shop management practices among dealers in the industry today.

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