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A neat idea! Though in this case I suspect they've missed a trick as to my mind it would make much more sense as an open baffle. I bet a good full-range or dual concentric unit designed for open baffle use could sound rather good in that context as a tyre is certainly dead and non-resonant at audio frequencies and I suspect the depth could help control/limit rear dispersion, maybe stuff some foam or something in the hollow bit to damp any reflections. I can't remember the brand, but there are some current 12 and 15" coaxial high efficiency drivers, American or Canadian IIRC, that are designed for open baffle use. A pair of those in big hefty truck tyres might be rather interesting!
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Car tyre as speaker cab!