Hi, done some 3d models for Dunlop, used keyhot for preview again. Lovin' it.
(https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/b67ab233033045.569d8360cdebc.jpg)
(https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/45e55133033045.569d8360d665c.jpg)
(https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/c4315d33033045.569d8360d790b.jpg)
(https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/2c0cfb33033045.569d8360d52e3.jpg)
That's a great looking model! The last rendering shows the tread a bit more, but in the first few, you could highlight your nice geometry by adjusting your light source a bit.
Yes, you can add little area lights (or tweak the hdri) to highlight specific parts of the tire and show that bump a little bit more.