Neon Wheels: The Untold Story of Goodyear's Futuristic, Failed Tires

Goodyear’s Glowing Tires: A Flash in the Pan or Future of Car Customization?

At the 2024 SEMA Show, Goodyear made a surprising flashback to the past by showcasing a long-forgotten concept from the 1950s—illuminated, translucent tires. It was a technological throwback that sparked excitement and nostalgia for car enthusiasts, though this stunning innovation had a number of serious drawbacks that kept it from ever reaching the production line. More than 60 years ago, Goodyear debuted an idea that was way ahead of its time—one that, for better or worse, remains a fascinating piece of automotive history.

The illuminated tires were designed not only as a striking visual upgrade for cars but also as a customizable accessory that could, theoretically, change colors to match everything from a car’s paint job to its driver’s outfit. Imagine cruising down the street with glowing tires that switched from red to green based on the color of your car, your wardrobe, or even the seasons. It was the ultimate in personalized car styling, blending aesthetics with cutting-edge technology.

However, despite the initial excitement surrounding the tires when they were first introduced, their practicality quickly proved to be a major issue. At a whopping 150 pounds each, the tires were incredibly heavy, which made them impractical for regular use. Furthermore, the materials used for their construction didn’t offer the same grip as traditional tires, creating dangerous road conditions—especially in wet weather. Though Goodyear showcased the illuminated tires at the 2024 SEMA Show, they remain firmly in the realm of novelty rather than production-ready technology.

The History Behind Goodyear's Glowing Tires

More than half a century ago, Goodyear made an audacious leap in tire design that would capture the imagination of car lovers worldwide. In 1961, the company unveiled its illuminated tires made of Neothane—a synthetic polyurethane rubber that combined the durability of plastic with the resilience of rubber. The translucent material could be colored in a variety of hues, and 18 small lights embedded in the rims of the tires created an eye-catching glow, especially in low-light conditions.

This “light-up” tire concept was more than just a novelty; it was intended to change the way people thought about tires. According to Goodyear’s 1961 press release, these illuminated tires could be used to match the color of the car, the interior upholstery, or even the driver’s outfit. The idea of having tires that could be color-matched with a person’s wardrobe, as absurd as it may seem today, was part of a broader automotive trend in the early 1960s to elevate the car from a functional object to a personalized statement piece.

In fact, Goodyear’s marketing even envisioned a world where drivers would have multiple sets of tires in different colors, changing them to suit their daily outfits or moods. “Someday a wife may tell a husband, ‘Charlie, go out and change the tires. I’m wearing my blue dress tonight,’” quipped Goodyear’s development manager, John J. Hartz, in an unfortunate—and now widely criticized—example of the marketing conventions of the time.

Despite the somewhat cringe-worthy ad campaigns, the illuminated tires caused quite a stir. Goodyear even installed a set of glowing red tires on a Dodge Polara and paraded it through the streets of Miami, later doing the same with a Chrysler Silver 300 in New York City. The tires were striking, offering a visual effect unlike anything car owners had seen before, and they were particularly impressive at night.

Why Did the Glowing Tires Never Go into Production?

Although Goodyear's illuminated tires were a showstopper, their technical shortcomings were impossible to ignore. The most glaring issue was the weight. At over 150 pounds per tire, these glowing marvels were not exactly practical for regular use. The additional weight placed more stress on a vehicle’s suspension and handling, making them unsuitable for everyday driving. A tire should be lightweight and durable, not a heavy and cumbersome accessory.

But the weight was just one of several critical drawbacks. The Neothane material, while innovative for its time, didn’t offer the same level of traction as standard rubber tires. In particular, the lack of grip in wet conditions posed a serious safety risk, making the tires an impractical—and even dangerous—option for drivers, especially during rainy or foggy weather. Goodyear had touted the tires’ visibility benefits, with the illumination providing added safety in low-visibility conditions, but in practice, other drivers often found themselves distracted by the neon glow, causing them to slam on their brakes or swerve in response.

The high cost of manufacturing these tires, coupled with their poor performance on the road, made them untenable for mass production. Despite a decade of development, Goodyear ultimately abandoned the idea, opting instead to focus on the more practical and profitable standard rubber tires that have dominated the automotive market ever since.

The Golden Sahara II: A Cultural Icon

Although Goodyear’s illuminated tires never went into production, one set of the glowing Neothane tires found a home in one of the most iconic custom cars of the 1960s: the Golden Sahara II. Built by car customizer George Barris and featuring futuristic design elements like a gold-plated exterior, a built-in TV, and even a non-functional telephone, the Golden Sahara II was a showpiece of automotive innovation. It featured Goodyear’s translucent, illuminated tires, which were a highlight of the car’s futuristic appeal.

Jim “Street” Skonzakes, the car’s owner, poured over $75,000 (equivalent to about $750,000 today) into creating the car, making it a one-of-a-kind symbol of the cutting-edge of automotive design. As Skonzakes himself put it, the Golden Sahara II was a “laboratory on wheels,” showcasing not only the illuminated tires but also features like remote-start, automatic emergency braking, and a steering system that allowed the driver to control both the brakes and steering with a single stick. The car was a statement of what the future of driving could look like—though much of it was a fantastical dream.

After Skonzakes’ death, the Golden Sahara II was restored in 2018, and Goodyear even contributed to the process by recreating a set of Neothane tires. However, these modern replicas were solid, meaning the car could only be driven at low speeds. The restoration highlighted the continued fascination with the car and its glowing tires, but it also cemented the reality that the tires—while visually striking—were not a practical solution for everyday driving.

Goodyear’s Modern-Day Approach

Despite the failures of the illuminated tires, Goodyear has not given up on innovation in the tire space. The company has continued to explore new materials and technologies, from eco-friendly tire compounds to airless tires and beyond. However, the company’s focus has shifted away from the purely aesthetic innovations of the 1960s and toward more functional and practical solutions for the future of transportation.

Today, Goodyear is looking into tires that are lighter, longer-lasting, and more energy-efficient, working with electric vehicle manufacturers to design tires that maximize range and reduce wear. These modern innovations may not light up like the tires of the past, but they are moving the industry forward in ways that prioritize safety, sustainability, and performance.

Conclusion: A Glowing Footnote in Tire History

The illuminated tires from Goodyear remain a fascinating footnote in the history of automotive innovation. Their futuristic design, flashy glow, and colorful possibilities captured the imagination of a generation, but their impracticality and safety issues kept them from becoming a mainstream product. Still, their inclusion at the 2024 SEMA Show shows that, despite the passing decades, the legacy of these glowing tire experiments still resonates with car enthusiasts and collectors alike.

While the tires may never see the road again in their original form, they serve as a reminder of the wild and imaginative spirit that has always driven automotive design. As Goodyear and other manufacturers continue to push the envelope in tire technology, it’s clear that even the most outlandish ideas may one day inspire the innovations of tomorrow. But for now, the glowing tires are destined to remain a relic of a bygone era—a stunning, glowing footnote in the automotive world.

- Hope