Cars have evolved to be more akin to computers based on the software and systems that go into modern manufacturing. At CES 2024 (Consumer Electronics Show), smart technology and autonomous driving infrastructures have commanded narratives of the next generation of auto tech.

Goodyear Tire and Rubber Company (GT) is putting a tech spin onto traditional tires with a new line of "intelligent tires."

Yahoo Finance's Akiko Fujita is joined by Goodyear CEO and President Rich Kramer at CES 2024 to discuss the tire manufacturer's smart tire technology, including its goals for implementing it for self-driving vehicles.

"What's happening at the base of the road and the tire, taking all that information and bringing it back to vehicle driving systems to improve the safety and performance of those vehicles," Kramer explains. "Essentially, make them safer and have them perform better on whatever use case they're in."

Click here to view more of Yahoo Finance's coverage of CES 2024 this week, or you can watch this full episode of Yahoo Finance Live here.

Editor's note: This article was written by Luke Carberry Mogan.

Video Transcript

AKIKO FUJITA: I'm Akiko Fujita, on the ground here in Las Vegas at CES 2024. What we're talking about-- intelligent tires. We've got Rich Kramer here, the CEO and President of Goodyear, in front of this great display here. I mean, you've got so many tires here. But let's talk about Goodyear sight. This is something that you introduced a few years ago.

RICH KRAMER: Correct.

AKIKO FUJITA: Intelligent tires. How does it work?

RICH KRAMER: So-- excuse me. And by the way, thanks for having us. And it's great to be here. Great to have you at our booth here today. So, intelligent tires are really about taking all the information that we can get out of that tire, and bring it into the vehicle driving systems. And the way we think about it is we look at how mobility is changing today.

We're really moving from what's been sort of a hardware-centric vehicle to a software-based vehicle, where we have essentially a software-centric vehicle that's, really, an electric device on wheels that gets you to a software-defined vehicle, where functions and all the features are essentially coming from a software-based solution. We're taking that same thing and creating a software-defined tire, if you will.

And what we do by getting the tire characteristics and the road characteristics, using some proprietary data we have around the tires, using sensors, and using sensors to take road conditions, we're able to amalgamate that information and measure both tire-- excuse me, the temperature and pressure of a tire, but also wear and load, and ultimately, friction, or in other words, what's happening at the base of the road and the tire, taking all that information and bringing it back to vehicle driving systems to improve the safety and performance of those vehicles. Essentially, make them safer and have them perform better on whatever use case they're in.