Michelin needed a brand new exhibit design this year, one that could showcase the theme "Chosen to Dominate" – as in Michelin tires dominating the world of racing, tuner market, and street cars (super cars and high-performance production cars). This was demonstrated with a car from each of those categories manufactured by Porsche, Audi and the Chevy Corvette. All nine cars were displayed in a circular ramp to convey the message. Video and interactive touchscreens for each car helped tell the story, as well as activities like PGR4 Xbox LIVE with ALMS race car drivers competing with show attendees onsite.