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This lesson is not about modeling tires, and the establishment of sidewall tires. The idea to create a lesson arose because very often seen in the works of well-modeled tire and on the sidewall of the usual bump that is very poorly conveys the geometry of the texture of the sidewall (in this case the inscription, yokohama, etc.), or there are people who models this part that in my opinion, too, is not justified. That's why it was recorded as a lesson in which the alternative creation (not modeling) sidewall tires - is to use a modifier Vray Displacement, and naturally some of its settings with renderer.
And the important point - is the use of standard material (just as the material of the tire), as an alternative to Vray materials that can not lose in quality but to speed up render time by half.