Michelin, the world’s leading tire company, is revolutionizing the Philippines’ local tire market with the recent launch of its latest generation tire in the Primacy range: MICHELIN Primacy 4. As the concept ‘Safe When New, Safe When Worn’ suggests, the tire provides lasting safety and excellent performance in both new and worn states, throughout its entire life cycle. Moreover, it also serves as a reference of silent tires that provide the ultimate driving comfort and experience.
Michael Nunag, Chief Representative of Michelin Philippines revealed: “A tire’s grip and braking performance – especially on wet roads – is critical to road safety in our country. Filipino consumers today choose their tires based on their characteristics when they are new. But what happens to grip and braking performance after 50,000 kilometers, or after a few years of use? In the tire industry performance tests are typically conducted on new products. Michelin is a step ahead. We want to demonstrate that our performance is maintained with mileage and time”, Nunag added.
Michelin commissioned TÜV Rheinland Thailand Limited to test new and worn MICHELIN Primacy 4 tires on wet roads, as well as new and worn tires of other premium brands. The findings were very impressive: on wet roads, Michelin Primacy 4 tires brake 2.5 meters shorter when new, and 5.1 meters shorter when worn, versus the other premium brands. Even more surprisingly, it was found that worn Primacy 4 tires brake 1.8 meters shorter than brand new tires of some other premium brands.
The new MICHELIN Primacy 4 comes with two innovative technologies that took 3 years to design. Firstly, the EverGrip™ Technology, consisting of two features: A new sculpture that provides increased water evacuation space by 50% for wet grip as the tire wears with usage, which allows the tire to still safely grip wet roads even when worn. A new-generation rubber compound, which – by bonding rubber and silica more strongly and evenly together – provides uniform energy dissipation upon contact with the road, resulting in better grip on wet roads, even when worn.
Secondly, the 2nd-Generation Silent Rib Technology featuring inter-locking bands to minimize the deformation of tread blocks as the tire is rolling. This reduces air pumping sound effects for a more silent ride, and provides better shock absorption in response to road obstacles for a more comfortable ride.
“The new MICHELIN Primacy 4 addresses two major pain points of consumers in our country: safety journey after journey, due to unfavorable road conditions and rain-related accidents; and on comfort, due to challenging road and traffic conditions,” Nunag said. “Sustainability of our products is Michelin’s key corporate strategy. Instead of producing tires that are easily depleted, we strive to provide tires that provide safety and true value to consumers, while respecting the environment, throughout its full life cycle,”.
In the Philippines, the new MICHELIN Primacy 4 will be marketed from mid-August onwards; and will be available in 64 sizes, from 15- to 18-inch diameter, offering fitments for premium vehicles designed for safety and driving comfort. Michelin Primacy 4 is available at ‘TYREPLUS’ and Michelin’s authorized dealers across the nation. For more information, please visit
Michelin, the leading tire company, is dedicated to enhancing its clients’ mobility, sustainably; designing and distributing the most suitable tires, services and solutions for its clients’ needs; providing digital services, maps and guides to help enrich trips and travels and make them unique experiences; and developing high-technology materials that serve the mobility industry. Headquartered in Clermont-Ferrand, France, Michelin is present in 171 countries, has more than 114,000 employees and operates 70 production facilities in 17 countries which together produced around 190 million tires in 2017. ()