In an effort to understand the dynamic hub forces on road vehicles, an advanced free-rolling tire-model is being developed in which the tread blocks and tire belt are modeled separately. This paper presents the interim results for the tread block modeling. The finite element code ABAQUS/Explicit is used to predict the contact forces on the tread blocks based on a linear viscoelastic material model. Special attention is paid to investigating the forces on the tread blocks during the impact and release motions. A pressure and slip-rate-dependent frictional law is applied in the analysis. A simplified numerical model is also proposed where the tread blocks are discretized into linear viscoelastic spring elements. The results from both models are validated via experiments in a high-speed rolling test rig and found to be in good agreement.