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Tyres
Tyres are so fundamental to the performance of the car, that every single element of chassis design is linked to tyre performance. Yet remarkably, it is still an area of vehicle dynamics which is just not fully understood.
Of course, there are basic (and some less than basic!) principles which vehicle dynamics engineers use as rules of thumb, most of which are highly reliable, but there will always be situations with car tyres where the rules fall short of explaining why something happens once you take it out of the lab and onto the road.
Tyre prices vary radically. The reason for this, is that designing cheap car tyres which work and are unlikely to fall apart is relatively straight forward, but designing a tyre which develops true performance enhancement, extra traction, limit-lateral-acceleration ("Limit Lat-Acc", or basically cornering ability), better wet weather handling, etc cost millions of any global currency you can name.
Motorsport
Using motorsport is a double whammy for tyre manufacturers. The obvious media promotion is worth the investment in itself, but they also get extreme, reliable, and focused testing by the worlds best drivers in the harshest of conditions. A significant proportion of road car tyre technology advancement is derived from motorsport development. So this cocktail of benefits is why the brands like Michelin, Pirelli, Bridgestone, Khumo, Toyo, Dunlop, Goodyear, Avon, etc, etc, etc are so synonymous with motorsport.
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