What’s Treading with Tire Review

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162

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Aug 2026

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About the show

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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60 recent

August 18, 20263 min

Can Milestar Tires Handle Moab? Let's Find Out

What happens when we decide to take on some of Moab's toughest slickrock on Milestar tires? Tire Review Publisher Bobbie Adams heads to Utah for the 2026 Milestar Ride & Drive Experience, taking Jeeps equipped with three Milestar Patagonia tires (the Patagonia M/T-02, Patagonia X/T and Patagonia A/T Pro) across Fins N’ Things and Hell’s Revenge – two trails filled with sand, steep climbs, narrow ridges, ledges and technical rock obstacles. We provide a hands-on Milestar tire review and explain the differences between the Patagonia M/T-02, Patagonia X/T and Patagonia A/T Pro. The M/T-02 is the lineup’s most aggressive mud-terrain tire, combining a three-ply sidewall and stone ejectors with surprisingly civilized on-road manners. The Patagonia X/T fills the rugged-terrain space between an all-terrain and a mud-terrain, adding a cut-and-chip-resistant compound, three-ply sidewall construction, stone and mud ejectors, and the Three-Peak Mountain Snowflake (3PMSF) designation on every size. The Patagonia A/T Pro targets drivers who spend more time on pavement but still need meaningful off-road capability. It carries 3PMSF certification and features Milestar’s MILETECH compound, a square shoulder profile, and an aggressive sidewall design. Stone ejectors complete the package. How do Milestar Patagonia tires perform off-road? Traction, sidewall strength and control over uneven terrain are tested in the ultimate testing ground. You’ll also learn why Milestar believes their products can deliver broad vehicle coverage, strong product support and capability that punches above its price point. Tire Review: www.tirereview.com Hunter Engineering: www.hunter.com

August 4, 20265 min

How Nexen Develops OE Tires Before the Vehicle Is Finished

An OE tire can begin taking shape two to three years before its intended vehicle even reaches the market. During that window, engineers developing Nexen OE tires work alongside automakers to translate a vehicle’s performance goals into measurable targets – from steering response and ride comfort to treadwear, rolling resistance, braking and grip. Aaron Neumann, head of the Nexen Tire America Technical Center, talks through that collaboration, from the initial sourcing package through virtual development, physical tire submissions and final vehicle testing. He also discusses how frequently the two engineering teams exchange data, where performance compromises may be necessary and how Nexen determines which targets a tire can realistically achieve. Neumann also takes us inside Nexen’s testing process, including its use of force-and-moment measurements, vehicle simulators and real-world evaluations. An $8 million dynamic simulator can narrow the field. However, he says final details of Nexen OE tires still require testing in an actual vehicle. Tire Review: www.tirereview.com Hunter Engineering: www.hunter.com

July 21, 20268 min

Can Giti Become the Next Big Tire Brand in America?

Giti Tire USA is making a major push into the U.S. market, and it has a clear message: Giti engineers and manufactures these tires in America, and it builds them for American roads. We visited Giti’s manufacturing and R&D facility in Richburg, South Carolina, to examine how the company plans to build trust with dealers and consumers. We break down the new Giti Tire USA lineup, including touring, all-terrain, rugged-terrain, all-weather and winter products, while also looking at the expanded GT Radial light truck portfolio. In addition, we also explore how Giti’s connected U.S. manufacturing and R&D operations could improve product development, supply efficiency and speed to market. We also examine the GitiGuardian support package, which gives dealers additional tools when presenting a less familiar brand to shoppers. Along the way, we experience GT Radial’s Formula DRIFT program and take the new Adventuro ATZ and Adventuro RT off-road. The bigger question is whether Giti can combine American engineering, domestic production, global experience, warranties and proven performance into a tire brand that earns a place at the dealer counter – and ultimately with U.S. drivers. For tire dealers, the launch represents a new value-focused option backed by domestic supply and support. Tire Review: www.tirereview.com Hunter Engineering: www.hunter.com

July 7, 202614 min

The AI Mistake That's Costing Tire Shops Sales

In this episode of What’s Treading, we delve deep into one of the biggest questions facing tire dealers and auto repair shops right now: Where does AI for tire shops actually belong in the business? Clay Whitaker, founder of Auto Shop Agents, joins the show to explain why AI works best when it is used in low-risk, practical ways, instead of as a full replacement for the people who build trust with customers every day. Should you use AI to cover missed calls? AI voice tools? Service advisor training? To investigate data or customer behaviors? Clay also shares what AutoShop Agents has learned from analyzing shop phone calls, including why giving a price too quickly, failing to build value and not asking for the appointment can cost shops business. He explains how AI-powered practice, coaching and performance tracking can help solve these issues. AI for tire shops can also help service advisors improve close rates across tires, brakes, oil changes, diagnostics and more. Plus, the discussion introduces Service Advisor League. This gamified platform helps advisors compete and see how their conversations stack up nationally.

June 16, 20267 min

Inside the Massive Tennessee Tire Plant Powering Hankook’s U.S. Growth

The Hankook Clarksville plant puts a lot of big tire industry talking points under one very large roof: domestic production, product availability, supply chain stability and proof-of-product testing. I visited Hankook’s Tennessee campus for a closer look at the company’s North American manufacturing strategy, including the Phase Two expansion that is expected to add another 4.5 million to 5 million consumer units of annual capacity. The plant first began domestic production in 2017 with about 4.5 million units of annual capacity, and Hankook is also beginning medium commercial tire production at the site, with plans to reach up to 1 million medium truck units. “I think we’re all aware of what’s going on in the market with tariffs. A lot of product is coming in from all over the world, and we feel it’s very important to have domestic production with an American-made product," said Rob Williams, President and CEO of Hankook Tire North America. "It’s good from a supply chain standpoint. It’s also very important for dealers to be able to get product just in time.” Inside the facility, automation plays a major role, from AI-driven forklifts to highly technical equipment operated from control panels. Hankook also benefits from sister companies that help build the equipment and technology used in its tire production process. “Today, with any production, automation is very important. Innovation is very important. It still has the human element, though," Williams said. "We never want to feel like the technology overshadows the human element. However, today we can employ people who know they can work on state-of-the-art equipment. You’ll see forklifts running around that are all AI-driven. We literally can have one operator operate multiple pieces of equipment because in a lot of cases, they’re really just overseeing the control panel.” The visit also included drive time on several Tennessee-made products, including the Dynapro AT2 Xtreme, Laufenn X Fit AT2, Dynapro XT and DynaPro MT2. Between the expanded plant, warehouse space and proving ground behind the facility, the Hankook Clarksville plant is becoming a major part of how the company plans to grow in North America. www.tirereview.com www.hunter.com

June 2, 20266 min

Why Road Gators Usually Aren’t Failed Retreads

Commercial tire retreading still carries a few stubborn myths, and Shaun Uys, Head of Replacement Commercial Tires at Continental Tire, says it's time to clear them up. In this episode of What's Treading, Uys explains why drivers see “road gators” on the highway. He says failed retreads usually do not cause them. He also explains why a properly managed retread process can match a new tire’s performance. Then, he breaks down Continental’s 3G casing approach. This approach gives fleets a stronger platform for multiple retread cycles when they properly maintain tires. Uys also discusses the technology and quality checks behind Continental’s retreading process. He covers casing inspection, buff angles, curing cycles, cushion gum and AI-supported analysis. For tire dealers working with fleets, he explains how retreads can lower tire costs. He also explains how retreads can extend casing value and support a more complete tire program. Uys says when fleets can reuse a casing multiple times, the cost savings can be “really significant.” www.tirereview.com/subscribe

May 19, 20262 min

Inside Big O Tires’ Push for Smart, Consistent Growth

At this year’s Big O Tires Convention & Trade Show in Louisville, Kentucky, Big O leadership and franchisees gathered to discuss the company’s growth, franchise strategy and long-term goals for the dealer network. The event featured more than 60 vendors and brought together franchisees from across Big O’s more than 470 locations. In this episode of What’s Treading, we speak with Big O Tires COO Gary Skidmore about balancing new store growth with same-store sales growth as the franchise network continues expanding. Growth and Franchise Alignment Big O added 14 stores in 2025, a record for the company. But, according to Skidmore, growth only works if franchisees and corporate leadership remain aligned on long-term goals and operational strategy. He explains that Big O’s focus is not simply on opening more locations, but finding franchisees that fit the company’s culture and structure as the network grows.

May 5, 202654 min

The Exact Moment to Open a Second Tire Shop

During the K&M Tire Dealer Conference, David Sickels moderates a roundtable with three independent operators answering a critical question dealers face: when to expand a tire shop. The panel features Austin Miller of Tire Star (4 locations), Dan Rhonda of Ronda Auto Centers (2 locations, previously scaled higher), and John Wood of Warren Tire Service Center (15 locations). When to expand a tire shop comes down to three factors: staffing, capacity, and financial readiness. Miller explains that early growth came from opportunity and long hours, but sustainable expansion requires a shop that can operate without the owner. Rhonda highlights how having trusted people in place makes scaling easier, especially in multi-store environments. Wood points to capacity as the trigger – when customers are being pushed out weeks, it’s time to grow. For independent tire dealers evaluating growth, this is a direct look at when to expand a tire shop and what it takes to make it work. Key takeaways for tire dealers: Expand when your shop is consistently at capacity Build leadership before adding a second location Expect some business to shift between stores Location, parking, and supplier proximity matter more than expected Strong systems and vendor relationships improve with scale

April 21, 20264 min

Inside Hankook’s TGL Marketing Strategy

The Hankook TGL partnership is about so much more than golf. At the TGL Finals inside the SoFi Center, designers center everything around performance. The simulator, the rotating green, the broadcast presentation – every part of the experience is structured to make performance visible and easy to understand. That’s exactly why Hankook wants its brand associated with this environment. What Makes TGL Different TGL (Tomorrow’s Golf League) blends live competition with real-time data and broadcast technology. Systems track, measure, and display every shot instantly. That turns the performance into something jaw-droppingly visual. That matters because it mirrors how people explain tire performance. Measurable attributes like grip, wear, rolling resistance, and traction define tires. Inside TGL, the system presents performance in a very similar way through data and immediate feedback. The Hankook TGL partnership places the brand inside an environment where those types of metrics are front and center. It’s a natural alignment between product and platform. Why Controlled Environments Matter for the Hankook TGL Partnership Inside the SoFi Center, lighting, camera angles, digital overlays, and crowd experience are all controlled. That helps Hankook’s brand appear the same way every time within a setting built around advanced technology. For the tire manufacturer, the partnership is measurable, explainable performance, and that is something tire dealers can use to build trust with their customers. Subscribe: tirereview.com/subscribe.

April 7, 202620 min

Will Mickey Thompson’s Baja Belted II Tire Change How Trucks Get Built?

Some tires follow trends, while others bring one back. Mickey Thompson's Baja Belted II is bringing back classic style and design while updating its features and constructions to match the expectations of today's driver. In this episode of What's Treading, Mickey Thompson’s Senior Product Manager of Light Truck and Off-Road, Ben Anderson, walks through the return of the Baja Belted, a name that dates back to off-road racing in the late '70s and a Baja 1000 win in 1982. The Baja Belted II keeps the look enthusiasts want while updating the construction, tread design, and sizing to match how these trucks are actually being built today. “You’re going to have people building the vehicle around this tire,” Anderson says. For dealers, Ben says this is a niche product with real pull for the right customer. The size range alone, stretching from 15-inch fitments all the way to 30-inch show builds, opens the door to conversations dealers likely aren't having with traditional A/T or M/T buyers. More importantly, Ben says, it gives dealers a reason to engage with customers who are chasing a specific look. The episode also digs into what has changed from the original. It adds a non-directional tread pattern for easier rotation and wear management. It updates pitch sequencing for a quieter ride. And, it tweaks the sidewall design and still delivers flotation and sand performance people know from the Baja Belted name.