Michelin’s safety focus turns into big tire sales

MICHELIN Premier A/S tire’s rain grooves widen with wear.

Michelin safety focus turns into big tire sales

Last month at the North American International Auto Show, Pete Selleck, Michelin’s North America chairman and president, took the opportunity to update the industry on the company’s campaign to make driving safer and more enjoyable for everyone on the road.

Selleck confirmed Michelin’s commitment to safety is paying off. In the two years since the launch of the MICHELIN Premier A/S tire with EverGrip™ technology, Michelin has sold 5.5 million of the tires in North America.

Get into the groove

The EverGrip tire is designed to prolong safety throughout its service life. As the tire wears, grooves appear on the edge of the tread, making up for loss of depth of the rain grooves. Instead of narrowing with wear, the rain grooves actually widen. The tire is manufactured with an exclusive rubber compound containing high levels of silica and sunflower oil which increase grip on wet surfaces.

Find out more about EverGrip in this short video.

Selleck also spoke to the success of the 2015 launch of BF Goodrich All-Terrain T/A® KO2 tires.

“In less than a year, we’ve sold more than 2 million of those tires, enabling drivers to traverse some of the harshest conditions imaginable with confidence,” Selleck said.

“It’s also helped resurrect the BF Goodrich brand.”

Teen driver safety an ongoing focus

Manufacturing is just one part of Michelin’s safety focus. Teen driver safety is also an important initiative at the company. Beyond the Driving Test is a Michelin campaign focused on making tire safety information consistently available for new drivers in all 50 states by the year 2020.

“It’s truly a national tragedy that auto accidents remain the number one killer of teens in America, and a shocking percentage of those crashes are attributed to a lack of tire maintenance,” Selleck said.

“I’m happy to report that now 13 states have committed to implement tire safety in their driver education curricula, and we’re working hard to persuade the rest.”

The Beyond the Driving Test website features infographics, videos and tips on how your tire dealership can help teens become more aware of the importance of tire maintenance.

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