When TOYO TIRES wanted to understand how its business needed to evolve to stay relevant, the firm realized that it had to adopt market-leading business models to make the organization more adaptive, creative, and resilient. In 2020, TOYO embarked on its path to becoming a digital business innovator, in close collaboration with strategic partner Tata Consultancy Services (TCS). This report shows how TOYO developed digital capabilities to create value-added services and pioneer the tire-as-a-service business model.