Founded in 2008 as Tire Profiles, LLC, TraXtion was formed as an offshoot of railway diagnostics innovator ImageMap. Beginning in the early 1990s, founder Roger Tracy and his engineering team at ImageMap developed advanced diagnostic measurement systems for railway infrastructure and rolling stock. Complementary technologies were also engineered to measure rail car wheel properties, helping establish ImageMap systems as globally recognized solutions used throughout North America’s heavy-haul railroads, China’s expansive rail network, and Europe’s high-speed rail systems. Today, ImageMap technology continues to be utilized to measure rail track conformity at speeds up to 200 mph (320 km/h).
At the same time, ImageMap developed highly specialized optical measurement systems for major tire manufacturers to analyze tire tread depth and sidewall deflection under load. These “TireMap” systems became the technological foundation for what would eventually become Tire Profiles. One early version was even engineered for the Formula 1 racing circuit to evaluate wear patterns on grooved racing tires. This breakthrough technology ultimately laid the groundwork for the tire diagnostics and replacement technologies TraXtion delivers to the automotive industry today.
In 2013, Roger Tracy partnered with automotive industry veteran David Boyle to adapt the technology specifically for automotive dealerships and repair facilities. In January 2014, the company officially launched the TreadSpec family of products to serve automotive dealerships, tire retailers, and aftermarket service providers. Later that same year, a prototype of what would become the Groove Glove handheld tread diagnostic solution earned a Best New Product Technology award at the SEMA Show. With TreadSpec and Groove Glove, the company quickly established itself as an industry leader in tire and alignment diagnostic measurement systems.
Following extensive market research and strategic planning, Tire Profiles rebranded in 2020 to TraXtion. More than a simple name change, the rebrand represented the company’s evolution into a broader automotive technology platform focused on AI-driven diagnostics, service lane modernization, and dealership profitability solutions. The TraXtion name better reflected the company’s expanding innovation roadmap and its growing suite of integrated technologies designed to improve customer retention and increase fixed operations revenue for dealerships.
Since the rebrand, TraXtion has significantly expanded its product portfolio beyond tread measurement alone. The company introduced next-generation solutions including TreadSpecX, an AI-powered optical drive-over tire and alignment inspection platform, utilizing laser triangulation; WheelSpec, an automated tire quoting and sales solution designed to modernize the tire buying experience; DamageSpeX, an AI-based vehicle body damage detection platform; and GrooveSpec, an updated mobile tread diagnostics tool, replacing Groove Glove, for service advisors and technicians. Together, these technologies help dealerships identify service opportunities earlier, improve customer transparency, and capture additional revenue opportunities tied to tires, alignments, brakes, suspension, and vehicle reconditioning.
A major milestone in the company’s growth came at the end of 2025 when Brad Kokesh was appointed President & Chief Executive Officer. With more than three decades of leadership experience in automotive retail technology and SaaS, Kokesh previously served as Chief Revenue Officer and President & COO, helping accelerate the company’s expansion, strategic partnerships, and product innovation initiatives. Under his leadership, TraXtion has continued to strengthen its position as a leading provider of AI-powered service lane inspection and dealership diagnostics technology across North America and in more than 30 countries internationally.
The launch of the TraXtionMobile
Our mission at TraXtion is to transform the automotive industry by delivering innovative and advanced technology solutions that optimize diagnostics, increase profitability, and elevate customer loyalty for our clients.
TraXtion strives to be the leading provider of innovative automotive aftermarket technology by enhancing the experience for both our clients and their customers alike. With our cutting-edge solutions, we envision a future where vehicle diagnostics are more seamless, efficient, and transparent, leading to increased customer loyalty and partner success.