since 1976
since 1976
MICHELIN is looking at maintaining its growth momentum in Malaysia for 2019 following four successive years of increasing its market footprint. Managing director for Michelin for Malaysia, Singapore, Indonesia and Brunei Pascal Novellon said though the continuous annual growth was modest at between 0.2-05 per cent, the actual progress rate was better reflected in the volume of the products moved.
In 2018, he noted that Michelin Malaysia enjoyed a positive growth in tyre deliveries, with volumes rising by six per cent. Of the total delivery, car and truck tyres contributed to 85 per cent and motorcycle tyres 15 per cent. He added that Michelin was the preferred brand among super bikers with the reason being Michelin tyres enjoying a higher profile and recognition since they are used by MotoGP bikes racing at the highest level in the widely followed world championship.
Novellon was also bubbling with enthusiasm over new tyre launches for the year that includes a significant event towards mid-year. This would see Michelin hosting the regional launch of a key tyre product in Malaysia that is targeted at 60 per cent of the car market. The media from some countries in the Asean region would be invited to the Sepang International circuit to obtain a first-hand impression of this new Michelin tyre. The other new tyre to come is targeted at the luxury SUV sector.
This follows the successful launch of two Michelin tyres in 2018; LTC Force, an all-terrain tyre for SUVs (sport utility vehicles) and pick-ups and Primacy 4, a car tyre that is said to perform exceedingly well when worn within safe limits. Novellon shared that cars fitted with the new Primacy 4 braked 2.5 metres shorter on wet road surfaces and 5.1 metres when the tyres were worn. This comparison was made against rival premium tyres.
He added that a surprising discovery during the comparison test was that the car with the worn Primacy 4 tyre actually braked 1.8 meters shorter than cars running on brand new tyres of other premium brands. The new Michelin car tyre to be launched this year is said to offer similar long life qualities as the Primacy 4.
He also hinted at the broader reach of Michelin following the recent acquisition of 80 per cent of PT Multistrada Arah Sarana TBK, the Indonesian based tyre manufacturer. Together with the BF Goodrich range, which he said met the needs of the mid-range tyre market, he expected to cater to the entry level segment with the Indonesian tyre brand coming under its portfolio. Multistrada has a production capacity of about 11 million car tyres and nine million motorcycle tyres.
This year would also see Michelin continuing campaigns and projects from 2018. This includes ‘upholding the shared responsibility of improving road safety’ in Malaysia with more Michelin trucks providing free tyre checks during festive seasons and partnering with Petron to continue raising awareness on the importance of basic tyre safety and maintenance, especially in universities. As the students are novice drivers, they are seen as being more receptive to adopting good safety habits.
And if you want to partake in a thrilling experience, Michelin would again roll out its Michelin Pilot Sport Experience Campaign this year. Like in previous years, this campaign is organised to offer its dealers, influencers and the media from around the Asean region and beyond the opportunity to enjoy ‘thrilling motor sport excitement and sheer driving pleasure’. This is seen as the ‘Passion and Quality’ part of its tyre driving performance.
Novellon added that the company’s logistics efficiency was improved with the target of providing 100-per cent product availability for customers in Malaysia. This means if you want a specific tyre that is produced outside of this region, you could get the tyre in two weeks’ time or even a shorter period.
The Malaysian scenario in 2018 saw Michelin providing tyre and vehicle services through a nationwide network of 200 distributors, including Tyreplus, service centres and truck service centres. Novellon said its success was reflected in a customer satisfaction survey it conducted that rated Michelin as the most recommended tyre brand among eight names.
Another feather in the hat was earning the Silver award in the Putra Brand Awards for the most preferred brand in Automotive Fuel & Lubricants category. Having enjoyed these successes last year, Michelin is certainly drumming up a lot of eventful campaigns and promotions in 2019 to engage more loyal supporters and gain new ones.