New Marketer Adds Color-Coded Tread Wear Warning - Tire Review Magazine

New Marketer Adds Color-Coded Tread Wear Warning

A new private label tire company based in Oregon has launched its first product, one with an interesting twist.

Icon Tire’s new I/Q LT7 line features what the company calls “Visual Tire Performance Indicators” (VTPI), stud-like devises designed to help drivers see when a tire has worn to its removal mileage.

Icon said the new tires and system will be available to dealers and retailers by the end of this year. Initially there will be 12 sizes, Icon said, focused on minivans and SUVs.

Icon said the new line was “developed through a non-exclusive license of Smart Tread LLC’s patented performance testing and identification method, and Icon’s patent pending stud design.”

VTPIs are inserted like a standard winter tire stud, and can be inserted to any tread depth that a tiremaker establishes as appropriate for that tire model, Icon said.

With its I/Q LT7 line, the installed VTPIs will show a yellow color when the tread has worn to 5/32-inch, warning drivers that the tire’s “wet weather traction and performance has been diminished.” When the tread depth hits 3/32-inch, the VTPIs will show white, “signaling that tires should be replaced immediately,” Icon said.

Portland-based Icon has its tires produced by unnamed tiremakers in China.

Icon said it would provide retailers with education materials for salespeople and consumers, as well as point-of-sale signage. For more information, go to or call 503-293-3515. (Tire Review/Akron)


You May Also Like

Bridgestone Retail Operations rolls out brand refresh for Tires Plus, Hibdon Tires Plus

Updates to the logo include a single-color tire mark; a logo palette comprised of Tires Plus yellow, black and red; and refined typefaces.


Bridgestone Retail Operations, a subsidiary of Bridgestone Americas, introduced a phased roll-out of new logos and refreshed brand campaigns for the Tires Plus and Hibdon Tires Plus brands. This is the first brand refresh since Bridgestone acquired the two companies in 2006.

According to Bridgestone, updates to the logo include a single-color tire mark; a logo palette comprised of Tires Plus yellow, black and red; and refined typefaces of both the Tires Plus name and Total Car Care subhead.

Yokohama’s Advan Sport V105 tires will be OE for Subaru Impreza in Europe, Latin America

Yokohama said the tire enhances the car’s handling stability and comfort while reducing rolling resistance.

OTAA to host free training for members in Akron, OH

The association said these workshops are designed to enhance technician’s technical expertise and keep them up-to-date with the latest industry advancements.

Hankook Tire debuts Great Catch Rebate through July 7

Drivers who purchase at least four tires from eligible lines will qualify for savings of up to $120.

GT Radial Formula Drift team welcomes 14-year-old driver

Minowa, who will be the newest and youngest driver in the Formula Drift 2024 pro season, will be debuting with Team Jerry Yang Racing.


Other Posts

TIA is now accepting nominations for open board of directors positions

The newly-elected board members will serve three-year terms with the potential for re-election to two additional terms.

Professional race car driver to compete on Bridgestone Potenza RE-71RS tires

Tom O’Gorman will compete on Bridgestone Potenza RE-71RS tires in the World Racing League Grand Touring Over class during the 2024 season.

Kumho Tire becomes an Official Tire of Formula DRIFT

As part of the sponsorship, Kumho Tire will receive a significant footprint at each of the eight Formula DRIFT events in the 2024 series, including track signage and activation during race weekends.

Discount Tire acquires six Suburban Tire Auto Repair Centers

The six locations in the Chicago area will continue to operate under the Suburban Tire Auto Repair Centers brand name.