A tire (10) having a contoured precured bead filler or apex (40) with a contoured surface (42) for directing the ply path (24A) of the cord reinforced carcass plies (24) is taught. The contour of the precured bead filler or apex (40) has a convex surface (42A) and concave surface (42B) that transition at an inflection location (T) at or below the rim flange (52) to which the tire (10) is to be mounted.
