The automotive industry is evolving toward new types of tire technology to meet the unique challenges of electric and autonomous vehicles. Long-time suppliers such as Bridgestone, Continental, Goodyear, Michelin and Pirelli, which have made rubber products since the dawn of the horseless carriage era, are scrambling to adapt to 21st century demands.

Automotive engineers have been tackling unwanted vehicle noise for decades. Their focus consists of a combination of sounds and vibrations from a vehicle’s drivetrain, as well as ambient road noise from outside vehicles.