In recent years, the manufacturing industry in Europe was characterised by a wave of outsourcing and relocation to low-cost countries. Today, the trend is somewhat turning and we are seeing factories returning to Europe. Low labour costs are replaced with automation, high product quality, flexibility and short delivery times. The continued Chinese price pressure impacts STARCO’s competitiveness, yet the British STARCO factory manufactured record-breaking 46,000 tyres in June and orders keep rising. Why?