The tire industry will be transformed by the shifting center of gravity of the global economy and auto industry. The shift from traditional production centers and markets will accelerate as emerging markets increasingly drive global growth and define opportunities in the auto sector. In parallel, the tire industry eco-system will shift to China and Asia. But the next chapter of growth will not repeat the last. The advantages that propelled high growth in the past – low-cost labor and technology transfer – are dissipating as China and other emerging markets move to higher income levels. This will transform consumer markets as well as see Chinese tire manufacturing move to the technology frontier. Still significant challenges remain. Impediments to investment and innovation in the industry need to be overcome.