Most people don’t think about tires. In fact, 50% of people don’t know what tires are on their cars. Yet American families and mobile professionals count on tires to keep them going for their travels every day. So the tried-and-true industry marketing convention is to scare and startle people into buying their tires for safety reasons. We have all seen the ads—a dark and rainy road; parents driving with a child in the back; and obstacles, whether fallen trees, rocks or animals, and other hazards appear.