“Most people when they see how tires are assembled are really surprised, because they think it’s just a mold, and you just pour some liquid into a mold or something along those lines, and that’s not that case at all,” Noe said.

Instead, it’s a complex series of steps that depend on a combination of employees’ tire-building skills and heavy-duty technology. The 1-million square foot production floor is filled with hulking machines and the scent of rubber, as a tire makes its journey from basic components like a sheet of rubber, all the way to the curing press that subjects a nearly complete tire to extreme heat to complete the process. The most complex tires contain up to 18 components, and each step must be completed carefully to ensure the tire will perform well on the road.

Sumitomo is determined to make a breakthrough in the U.S. market. Last year, it ranked ninth in North American tire sales, with just 2.6 percent of the $46.8 million market, according to Tire Business, which tracks the industry. Bridgestone Americas was the leader, followed by Michelin and Goodyear.