Autocar recently visited one of Bridgestone's testing facilities to get a better understanding of how tyres are developed.
In particular we wanted to know how high performance tyres, such as the Potenza S001, are developed.
Tyres may look like dull rubber circles, but there's a lot of science and technology within them, as a trip to Bridgestone's James Bond-like R&D facility near Rome reveals.
Here multiple test beds torture tyres to destruction. One of the test beds can spin a tyre up to 310mph, although it will only last at this speed for "a few minutes".
It takes 18 months to two years to develop a new tyre, says Bridgestone technology boss Franco Annunziato, much of that taken up with computer simulation and modelling. Once a prototype is produced it is tested on road and track, and then tweaked some more, with each iteration taking two to three weeks to produce.
The key, says Annunziato, is "translating the finding on the track into information for the engineers - and then being able to reproduce it in mass production".