This is a question that we always face when we deal with product managers and companies. Here's a nice twist:
What new innovation can you bring in tyres that is relevant and useful to the customer?
Diego Rodriguez writes:
Tyres - When spun faster than the corresponding groundspeed of the car they're attached to, tires burn. Burning rubber emits lots of smoke, generally of a bluish-white variety.
Kumho's tyres innovation was to recognize that the experience of a tire in motion could be designed. In this case, that meant formulating the rubber compound such that it emits dense red smoke when burned. Here's a photo and video of the tire in action from Automobile Magazine (I highly recommend the video -- if Pontiac made GTO ads like this, their sales would be oh so much higher)
Guess, finally it is all in the mind!