Hysteresis

The primary cause of pneumatic tire Rolling Resistance is Hysteresis:

A characteristic of a deformable material such that the energy of deformation is greater than the energy of recovery. The rubber compound in a tire exhibits hysteresis. As the tire rotates under the weight of the vehicle, it experiences repeated cycles of deformation and recovery, and it dissipates the hysteresis energy loss as heat. Hysteresis is the main cause of energy loss associated with rolling resistance and is attributed to the viscoelastic characteristics of the rubber.

— National Academy of Sciences