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why not? The rim is composed of parts, the steel/aluminum center and the fiber composite exterior. the exterior is very flexible and mimics the characteristics of a tire very good. and the outside rubber IS replaceable. in fact it would be cheaper because it would be easier to manufacture since its a more simple desing. kinda like a belt wraped arround. not a 3D tire. also the external composite can be changed to be softer or harder. and its also replaceable. Among many good things, is that the tweel acts like a "solid unit" so that when you turn or stop really hard the tire will not tend to wrap along the side and loose traction. Sure it would be more expensive, but maybe changing your "tires" (or outside rubber) wont. And performs really good. I saw this in "car of tomorrow" in the Science channel and the guys drove it arround in a slalom course and on one of those roads where they have small speed bumps like every other foot and it didnt got damaged in any way.
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