When you look at Tire+’s deliberate proximity to a premium car show such as Auto Guangzhou, the first thing that comes to mind is original equipment (OE). If we take a comparable European equivalent event such as the Geneva Motor Show as an example, most of the leading global tyre players as well as some of the larger up-and-coming brands use Geneva as a way of showcasing new technologies and products in order to generate additional OE tyre sales as well as the benefit of the enhanced ongoing tyre replacement sales that come with the so-called OE pull-through effect. While it is not as linear and transactional an equation as investment in a motor show equals OE contracts, it clearly is an important part of the corporate courtship ritual. Surprisingly, things are a little different in China.