Why not chip tuning by the manufacturer?

Car manufacturers use a stock tune that is restricted by laws imposed on new cars, meaning they have to adhere to incredibly stringent emissions regulations. Additionally, each new car built is designed to work with the varying fuel quality available around the world. These restrictions negate engine performance and can make the engine feel a bit flat, especially when compared to a chipped equivalent.

Car manufacturers have marketing targets and engine power is almost never optimised on a standard car. Some cars within a model line up will have exactly the same engine, however, the power output will be lower on the lesser model, but in fact the only difference is in the ECU software mapping.