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Originally Posted by tim
Yes, + puts the rim further out, - pulls rim in.
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Wrong. Zero offset means the mounting surface is even with the centerline of the rim. A positive offset moves the mounting surface towards the spokes of the rim, moving it in ward on the car. A negative offset moves the mounting surface towards the back/open part of the rim, pushing the rim out away from the car.
http://www.edmunds.com/ownership/tir...1/article.html has some nice pics and more explanation.