With Neothane, Goodyear was going to revolutionize the tire industry. The material would allow them to make tires easier, plus the new liquid compound had one other very marketable upside. A byproduct of baking this synthetic rubber was that it became translucent, and because of that Goodyear could dye the tire any color it wanted. In fact, in 1962, John J. Hartz, who was Goodyear’s development manager, was quoted by The Drive as saying, ‘”Someday a wife may tell a husband: ‘Charlie, go out and change the tires. I’m wearing my blue dress tonight.'”
But Goodyear didn’t stop there. Because Neothane was semitransparent and allowed light to pass through, engineers attached a string of 18 light bulbs to the center of the wheel; when turned on at night, they made the whole tire glow, lighting up the wheel wells and the ground underneath the car. The driver could even control which tires were illuminated from a panel near the steering wheel, allowing them to be used as brake lights or even turn signals. It was quite a sight, especially in the early 1960s.