Ask HN: Is any company working to radically improving car tires?

Is any company working on disrupting (yuck) the car tire industry? Tires reducing noise and improving efficiency would be something that could make a giant impact in the world. The spherical tire* is interesting concept, but would require re-engineering vehicles. Ideally something that would be a bolt-on to existing fleets as well would be interesting.

* https://www.youtube.com/watch?v=RHpxuwcNJfo