The eCommerce revolution has taken its next step in the automotive industry. After GM launched its MarketSite trade exchange in November, the leading tire manufacturers launched their own exchange in April 2000, operated by a new company, called The initiative was launched by six of the leading world tire manufacturers including Goodyear/Sumitomo, Bridgestone/Firestone, Pirelli, Michelin, Cooper and Continental, which together account for approximately 80% of the world’s tire output.