This invention is based upon the unexpected discovery that silica containing tire tread rubber performance characteristics, such as hysteresis and payne effect, can be significantly improved using low levels of coupling agents and increasing silanization times and temperatures. The rubbers formulations made in accordance with this finding are of particular value for use in the treads of winter tires. Such rubber formulations will typically be made using a maximum level of about 7 phf of silica coupling agent and will more typically contain 3 phf to 6 phf of the silica coupling. A silanization time of at least 4 minutes or 5 minutes (within the range of 4 to 10 minutes) at a temperature of at least 150° C. and preferably 160° C. (within the range of 150° C. to 180° C.) will also be used.