Épisodes

  • The Exact Moment to Open a Second Tire Shop

    The Exact Moment to Open a Second Tire Shop
    May 5 2026
    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
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    55 min
  • Inside Hankook’s TGL Marketing Strategy

    Inside Hankook’s TGL Marketing Strategy
    Apr 21 2026
    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.
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    5 min
  • Will Mickey Thompson’s Baja Belted II Tire Change How Trucks Get Built?

    Will Mickey Thompson’s Baja Belted II Tire Change How Trucks Get Built?
    Apr 7 2026
    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.
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    20 min
  • Why Formula E Drivers Use Just One Tire for Both Wet and Dry

    Why Formula E Drivers Use Just One Tire for Both Wet and Dry
    Mar 17 2026
    At the Formula E race in Miami, the Formula E EV tire plays a bigger role than most fans realize. Beneath the car, Hankook’s iON Race tire must handle extreme EV torque, heavy vehicle weight and changing track conditions – all with a single tire design.

    Unlike many racing series, Formula E teams don’t switch between slicks and rain tires. Engineers must design one tire that performs in both wet and dry conditions while maintaining durability and efficiency under the unique loads created by electric race cars.

    Inside the tire, the technology goes far beyond a typical TPMS sensor. Each iON Race tire includes a specialized monitoring system capable of measuring temperature in up to 15 positions inside the tire, giving teams and FIA officials real-time insight into tire performance and pressure compliance during the race.

    For Hankook engineers, Formula E serves as a proving ground for future EV tires. Data gathered on the track helps the company refine designs that can handle the instant torque, heavier weight and efficiency demands of modern electric vehicles.

    Subscribe to Tire Review for more behind-the-scenes coverage of tire technology and motorsport engineering: www.tirereview.com/subscribe
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    6 min
  • Can Point S Reach 500 Stores? Leadership Talks What’s Driving Growth

    Can Point S Reach 500 Stores? Leadership Talks What’s Driving Growth
    Mar 3 2026
    Three years ago, Point S set an ambitious goal: 500 stores in 50 states within five years. At its 2026 Annual Owners Meeting in Phoenix, AZ, leadership shared how close the group is to that goal, and what still stands in the way.

    In this episode of What’s Treading, Senior Editor Christian Hinton spoke with Point S leadership and dealers about distribution challenges, vendor partnerships, brand consistency and what’s fueling expansion across nearly 40 states.

    Can Point S Reach 500 Stores?

    In 2023, Point S had 275 stores in 29 states. Today, the network stands at 464 stores across 39 states, including 80 new locations added in 2025 alone.

    Clint Young, president and COO of Point S, says growth has been strong... but not without hurdles.
    “Our biggest Achilles heel with growth has always been distribution,” Young said. “We’re working to find dealers that are large enough to be able to take direct shipments and we can facilitate a very good member experience with them. So that’s still a challenge, and we’re looking at some growth opportunities with warehousing and some partnerships that we’re really excited about.”

    CEO Walter Lybeck said improvements in third-party distribution have already helped accelerate expansion.

    “Third-party distribution was not as developed a couple of years ago as it is now," he said. "That’s something that’s really been able to help us in filling up that bucket for our new members.”

    Distribution and Platinum Partner Strategy

    Leadership emphasized that growth is not just about adding store count. It’s also about strengthening dealer profitability and alignment.

    The 2026 promotional calendar centers around four Platinum Partners and 10 member-focused campaigns. According to Lybeck, narrowing that focus brings clarity.

    “By having four platinum partners, it really helps our members kind of focus on what it is that we need to be purchasing," he said.

    Young added that the structure creates energy at the store level.

    “That’s going to give our owners and their store team members a lot of excitement and their communities to go out and connect with their populations and sell tires, so that is a big win for us,” he said.

    Why Brand Consistency Matters

    Brand consistency across more than 450 independent locations was another key theme of the meeting, and dealers echoed that sentiment. Michael Montgomery, general manager of TNT Tire Point S in Tacoma, Washington, said even simple upgrades make a difference.

    “New paint, 20-foot aprons in front of each one of the bay doors. New asphalt throughout the entire parking lot," he explained. "If it looks good, they’ll feel comfortable coming in.”

    Vendor Relationships and Dealer Momentum

    The vendor show, featuring about 80 vendors, remains central to the annual meeting. Young said the event builds more than purchasing power.

    “It sounds like you go to a vendor show to do business, but you really go there to build relationships with the vendors," he said. "What ends up happening is the members are building relationships with each other.”

    With 464 stores, expanded distribution support and a Top 3 Tire Dealer ranking in Consumer Reports, Point S leadership believes the path to 500 stores is becoming clearer — powered by relationships, brand alignment and disciplined growth.
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    7 min
  • Whats Treading K&M Booth Visits - audio

    Whats Treading K&M Booth Visits - audio
    Feb 17 2026
    A 3-Peak Mountain Snowflake tire (3PMSF tire) is a tire that meets severe snow service requirements and carries the three-peak mountain snowflake symbol to indicate enhanced winter traction. At the K&M Tire Conference and Trade Show in Kansas City, that designation came up repeatedly as manufacturers discussed new products and category expansion across commercial and light truck segments.

    In this episode of What’s Treading, Editor David Sickels and Senior Editor Christian Hinton walked the trade show floor to talk directly with tire manufacturers about 3PMSF-rated products, super regional drive tires, ultra-high-performance fitments, and new all-terrain launches shaping dealer inventory decisions.

    What Is a 3-Peak Mountain Snowflake Tire?

    A 3-Peak Mountain Snowflake tire is certified for severe snow performance and is commonly found on commercial drive tires and all-terrain truck applications. At the show, Kumho Tire highlighted its KXD12 super regional drive tire with 3PMSF certification, emphasizing its role in heavy-duty truck segments. It also showed the new Kumho Road Venture RT.

    Yokohama also showcased its Geolandar A/T4, a 3PMSF-rated all-terrain tire designed for light truck and SUV fitments. These examples from the floor illustrate how the 3PMSF designation now spans both commercial trucking and consumer truck categories.

    3PMSF in Super Regional Drive Tires

    Super regional drive tires serve trucks operating in regional haul applications. When paired with a 3-Peak Mountain Snowflake rating, they provide additional winter traction capability while maintaining durability for commercial fleets. Kumho’s super regional drive tire with 3PMSF certification reflects growing demand for winter-capable commercial products.

    For independent tire dealers, understanding how a 3-Peak Mountain Snowflake drive tire differs from a standard drive tire is helpful when serving regional fleet customers operating in variable winter conditions.

    All-Terrain and Ultra-High-Performance Segments

    Beyond 3PMSF-rated products, manufacturers discussed other key categories. Nexen Tire highlighted its N’Priz S and N’Fera Sport ultra-high-performance tires. Hankook introduced Laufenn's new X Fit AT2 all-terrain tire, debuting at the event. Falken brought its highest-volume tire lines and discussed the launch of the Dunlop Sport BluResponse, alongside efforts to reinvigorate the Dunlop brand.

    Why 3PMSF Tires Matter for Dealers

    A 3-Peak Mountain Snowflake tire designation influences product positioning in both commercial and light truck categories. At the K&M show, manufacturers underscored dealer relationships, responsiveness, and product alignment as key drivers of success within distributor networks.

    For independent tire dealers, this episode provides insight into:

    • How 3-Peak Mountain Snowflake certification applies to drive and all-terrain tires
    • Where super regional drive tires fit within fleet operations
    • How UHP and all-terrain products complement winter-capable portfolios
    • Which manufacturers are expanding 3PMSF-rated offerings
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    4 min
  • Nexen N’Priz S and N’Fera Sport In-Depth Tire Review

    Nexen N’Priz S and N’Fera Sport In-Depth Tire Review
    Feb 3 2026
    This video reviews two new passenger tire launches from Nexen Tire, offering a detailed Nexen N’Priz S and N’Fera Sport review while also explaining how the company is using artificial intelligence in modern tire development.

    Nexen N'Priz S Review

    The Nexen N’Priz S is a grand touring all-season tire designed for modern vehicles, including electric vehicles, hybrids, and internal-combustion vehicles. Nexen identifies the N’Priz S as its first EV-compatible tire, engineered to manage higher vehicle weight, instant torque delivery, and reduced noise expectations common to electric vehicles. The tire features a wider contact patch compared to the previous generation, which helps distribute load more evenly for improved braking, stability, and wear. Nexen also incorporated variable-pitch shoulder blocks to reduce pattern noise. Plus, its 4D compound technology and 3D sipe design help maintain traction across temperature changes and light winter conditions.

    The N’Priz S replaces the Roadian GTX, Aria AH7, and N’Priz AH8 in Nexen’s lineup.
    It carries an 80,000-mile treadwear warranty for ICE vehicles and a 60,000-mile warranty for EV applications.

    Nexen N'Fera Sport Review

    The Nexen N’Fera Sport is a premium ultra-high-performance summer tire developed to meet European OE performance expectations. Nexen focused on high-speed stability, wet braking, and steering precision by using a stiffer shoulder design, a reinforced center block, and a new tread compound with increased silica content and updated polymer chemistry. The tire uses a four-channel longitudinal groove design to evacuate water efficiently at speed. Elements such as a jointless bead wire, high-hardness bead filler, and high-tensile steel belt help maintain stability under load.
    The N’Fera Sport is offered in 63 sizes and includes a 30,000-mile treadwear warranty. The tire has also received a Red Dot Design Award.

    How is Nexen Tire Using AI?

    Beyond the product reviews, the video explains how Nexen Tire is applying artificial intelligence and machine learning in tire development. Nexen engineers describe AI as a tool that analyzes large datasets from tire specifications, compounds, construction variables, simulations, and testing.

    Nexen maintains a global database with data from approximately 190,000 tire designs. This database allows proprietary AI systems to predict outcomes, evaluate design changes, and help engineers reach targets faster.

    Aaron Neumann, head of Nexen’s America’s Technical Center, explains that AI does not replace engineers. It does not make independent design decisions. Instead, AI supports development by accelerating analysis and improving early-stage decision-making.

    This Nexen N’Priz S and N’Fera Sport review provides dealers, industry professionals, and performance-focused drivers a detailed look at Nexen’s latest all-season and UHP tire technology with Nexen N’Priz S and N’Fera Sport review. It also explains how AI influences tire design, testing, and future product development at Nexen Tire.
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    14 min
  • How the HawkEye Elite X Helps Tire Dealers Prepare for ADAS Growth

    How the HawkEye Elite X Helps Tire Dealers Prepare for ADAS Growth
    Jan 20 2026
    Today, we take you inside Hunter Engineering’s St. Louis headquarters for an in-depth look at the Hunter HawkEye Elite X, the company’s latest expandable alignment system designed to future-proof shops as ADAS work becomes unavoidable. Hunter’s Wheel Alignment Product Engineer, Alan Hagerty, joins Tire Review’s David Sickels to break down what the “X” really means for tire dealers: more storage, more capability, and a built-in upgrade path that lets a shop buy top-tier alignment technology today and add static ADAS calibration when they’re ready.

    Alan walks through how the system retains Hunter’s quick-grip, time-tested alignment tech while bringing new flexibility to the bay. The Elite X ships with Hunter’s ADASLink scan tool, allowing shops to perform mechanical alignments, steering resets, and dynamic ADAS calibrations without changing bays. That combination gives dealers a way to handle the majority of forward-facing calibration needs while building confidence before stepping into full static calibration setups.

    For shops worried about space, Alan explains why most dealers start with dynamic calibrations and how the mobile, wheeled design of the Elite X helps them reconfigure the bay as needed – even rolling the unit aside for static calibrations when the time comes. Alan also outlines who the system serves. He explains the ROI considerations behind adding ADAS capability. He shows how Hunter’s team supports the upgrade process from start to finish.

    Whether you’re already doing high volumes of alignments or evaluating ADAS as a new revenue stream, this episode breaks down how the Hunter HawkEye Elite X helps tire dealers grow by easily adding ADAS calibration to an existing alignment system.

    Tire Review: www.tirereview.com
    Hunter Engineering: www.hunter.com
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    9 min