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Watch: The importance of tire sidewalls – A truck tire Christmas Story

David Sickels is the Associate Editor of Tire Review and Fleet Equipment magazines. He has a history of working in the media, marketing and automotive industries in both print and online.

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If Santa ever tells you “You’ll blow the tire out, kid,” you tell him that not so long ago, the industry found that by stiffening up the sidewall of an over-the-road tire, the reduction of elasticity or deformation will increase fuel economy. The more elasticity built into a tire, the more energy is consumed as the tire goes through the process of deforming and returning to its original shape.

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