This was a very quick test a did some time ago. I client wanted to see some example of car animation so I quickly knocked these out. The peeling effect was kind of cool and something that I would like to revisit one day. It was achieved with a bit of scripting and using the path deform modifier given the time frame that is done in I was reasonably happy with the results.
The below test was really just to test some camera moves and animation.
Both clips were rendered using Mental Ray in 3ds max. The render times were very quick only 1-3mins per frame. Overall the the clips were turned around in about 2 days. In anyone would like a tutorial on how achieve the effect then please let me know!