IMO cynical opinion, if anyone were to create a better tyre, that would save the consumer money, the company would be promptly bought and the product shelved for ever.
However, if someone invented a product that would result in the consumer needing to spend more money on 'safe' tyres or whatever, just watch the legislation and (artificial) public outcry demanding it.
How'd that work out for SawStop? A tech that makes table saws basically safe by stopping the blade immediately on contact with water (simplified description). The inventory tried to license the tech, then tried to get regulatory agencies interested. He never had any luck. I imagine his licensing terms were too much; he ended up making his own line of saws which are substantially more expensive than the unsafe competition.
I'm sure there are tons of other examples. Outside of highly regulated areas, improving safety usually plays second fiddle to lowering price.
There was new development in the SawStop story in 2024, their release of a key patent to the public for use by other manufacturers in preventing amputations:
https://www.cpsc.gov/s3fs-public/CORT-Statement-on-Table-Saw...
Anyone sane would patent that tire, and then sell it for a small bit more than regular tires and take all the profit, while driving their competitors out of business because their tires are better and so worth the extra cost.