Back in the 1950s, Goodyear's polymer researchers created a new plastic/rubber - Neothane. Easy to manufacture, it had the benefit of being translucent. Goodyear got excited, creating colored tires lit by lightbulbs inside and predicting tires that could color-match the car, it's interior, or even be quickly changed out to coordinate with your wife's dress. But the material was critically flawed and Goodyear's engineers couldn't overcome the material's weaknesses. After about 10 years later, they quietly cancelled the project and it doesn't even get a mention on their website.