Creating a tire material:

Image for tire texture should be in the following format i.e. tire tread texture in between tire wall textures as shown below.

Load this image as base color image in the 'materials'. Similarly, you can load images for normalmap and specular map which should also in the same format as shown below.

A roughness value of 0.3 gives good result.

After you crate the tire material, you can add it to tire materials list. You can also save this material and use later. Some tire materials are also available for download in the Downloads->Materials section of this website.