Messe Essen announced the Reifen 2014 award winners on the evening before the show opened, with Yokohama taking the coveted Innovation Award in the Technology and Products category. The Japanese manufacturer presented its process for the visual representation of the aerodynamic and acoustic rolling behaviour of tyres to the jury, using the Japanese space authority, JAXA’s supercomputer from space research to show that the noise level of a rolling car tyre also depends on flow structures in front of the tyre, which are subjected to a compression effect.