It would be interesting if someone could incorporate a tire or rim into the logo for an option vs just the tread pattern. Either by turning a letter into a tire, or spokes of a rim... or in the background? Maybe more playing around with font.
Maybe inspiration can come from our new line of rims if putting a rim design in it.
http://www.bramaleatire.com/index.php/custom_pages/view_page/id/19