Goodyear aims to unlock the potential of ‘tire electronics’ at its new facility in Silicon Valley.

The company announced today it is moving into offices at the Plug and Play Tech Center, the internationally-renowned Silicon Valley accelerator. And it plans to work with startups and other players to develop tires, and collect data, relevant to the autonomous age.

“People don’t immediately associate tires with the digital transformation in the automotive industry,” explained Chris Helsel, Goodyear’s chief technology officer. “But we see an unprecedented opportunity for tire electronics and information systems to improve vehicle performance, safety and, ultimately, the consumer experience.”

He added: “Our goal is to build smarter, connected products and services for future generations of vehicles and business models. We are open for business in the Silicon Valley to connect with the best and brightest thinkers around the future of mobility.”