Michelin - Super Brands

MARKET
Michelin, the leading tyre company, is dedicated
to sustainably improving the mobility of goods
and people by manufacturing and marketing tyres
for every type of vehicle, including airplanes,
automobiles, bicycles/motorcycles, earthmovers,
farm equipment and trucks. It also offers electronic
mobility support services on ViaMichelin.com
and publishes travel guides, hotel and restaurant
guides, maps and road atlases. Headquartered in
Clermont-Ferrand, France, Michelin is present in
more than 170 countries, has 111,200 employees
and operates 67 production plants in 17 different
countries. The Group has a Technology Center
in charge of research and development with
operations in Europe, North America and Asia.
The Michelin regional headquarters for Africa,
India, and the Middle East is based in Dubai, UAE.
In Kuwait, Michelin operates in partnership with
Kuwait Automotive Imports Co W.L.L. (Al Shaya
& Al Sagar). The brand has been marketed in
Kuwait for 65 years, predominantly in passenger
car and truck and bus tyres segments. In Kuwait,
as in other parts of the world, the Michelin brand
is regarded highly for its quality and performance.
Users of MICHELIN tyres consistently rate
40
Michelin as the best and as “worth the
price”. MICHELIN tyres are offered
in 8 Al Shaya & Al Sagar outlets
strategically located all over Kuwait.
Michelin is often seen on high-end
vehicles in Kuwait. However, the brand
is also focusing on making inroads into
the medium and economy vehicle
segments with offerings such as the
MICHELIN Energy XM2 tyre. Michelin
targets consumers in this segment
who are looking for a quality product
that offers them a total performance
(long-lasting, short braking distance,
robustness and better comfort).
Since 2002, the Michelin Group has
deployed the TYREPLUS network
across the world to provide customers
with the best solutions in the market.
TYREPLUS is a one-stop-shop offering
a wide variety of all major tyre brands,
lubricants, batteries, suspension and
braking systems all under one roof for
customer convenience, It also offers
professional services such as alignment,
air conditioning refilling and nitrogen
inflation.
TYREPLUS provides both technical
capabilities and values, such as a
competitive pricing, strong brand &
image, convenient location, national
network, well trained staff, Michelin
quality assurance, world standard
operations and a comfortable store
environment. Currently, Kuwait Automotive
Imports Co WLL has 2 TYRE PLUS outlets in
Kuwait – in Jahra industrial area, and in Ahmadi.
1891:
ACHIEVEMENTS
2006:
Michelin is consistently recognised by global bodies
as well as industry publications and organisations
as producing products that are preferred by
consumers and highly rated by the industry.
Moreover, the company itself is also respected for
the high ethical standards it incorporates in every
part of its operations and activities throughout the
world. As a result of that ambition, the Michelin
Group is cited in the Dow Jones Sustainability
Index for its strong focus on sustainable
development.
In addition, Michelin Kuwait was also awarded
a Superbrands status in 2013, following a strict
selection process by the Kuwait Superbrands
Council.
HISTORY
For more than a century, MICHELIN has leveraged
its expertise and innovation to enhance the
mobility of motorists around the world.
1889: Founding of Michelin et Cie.
1895:
1898:
1900:
1913:
1923:
1930:
1938:
1946:
1959:
1979:
1981:
1992:
1993:
1995:
1996:
1998:
2000:
2001:
2004:
2004:
2010:
Michelin files its first patents for
removable and reparable tires.
Michelin introduces Éclair, the first car to
be fitted with pneumatic tires.
Birth of Bibendum, the Michelin Man.
First Michelin Guide published.
Michelin invents the removable steel
wheel.
First low-pressure car tire (2.5 bar).
Michelin files a patent for the integrated
tube tire.
Michelin introduces Metalic, the first truck
tire with a steel casing.
Michelin invents the radial tire.
Michelin introduces the first radial tire for
earthmovers.
The Michelin radial tire wins the
Formula 1 championship.
The MICHELIN Air X is the first radial
aircraft tire.
Launch of the fuel-efficient MICHELIN
ENERGY™ tire.
Michelin invents the new C3M tire
manufacturing process.
The US space shuttle lands on
MICHELIN tires.
Michelin invents the vertically anchored
PAX System tire.
The Michelin Man’s 100th birthday.
Michelin Man voted best logo of all time
by an international jury.
Michelin brings to market the world’s
largest earthmover tire.
New corporate signature introduced:
“Michelin, a better way forward.”
Launch of the MICHELIN XeoBib, the
1st agricultural tire that operates at
constant low pressure.
Michelin revolutionizes truck tires with
MICHELIN Durable Technologies.
Market launch of the MICHELIN Pilot
Sport 3 and MICHELIN Pilot Super
Sport tires.
2013:
2014:
Market launch of the ultra-high
performance MICHELIN Pilot Sport
Cup2, the only tire certified for use on
the new Ferrari 458 Speciale, Porsche
918 Spyder and AMG SLS Black Series.
The MICHELIN Premier A/S car tire with
a self-regenerating tread is presented at
the North American International Auto
Show in Detroit.
PRODUCT
MICHELIN tyres available in Kuwait cater to
4 different segments: Sport, Top of the Range,
Comfort and Small Town Cars. Some of the most
popular tyres among Kuwait customers include the
following:
Latitude Tour HP, the high-performance 4x4 tyre
that provides greater comfort and lasts 20%
longer;’ Latitude Sport which is the equipment for
sport 4x4 vehicles (power, torque, speed);’ Pilot
Sports 3 for sport-oriented vehicles and highpowered saloon;’ and Primacy HP that is specially
designed for ‘luxury / comfortable saloon cars’.
RECENT DEVELOPMENTS
Globally, Michelin continues to innovate across
all product lines with products that meet the
demands of consumers. In the Middle East,
Michelin has recently introduced its technology
that allows a truck tyre to be more resistant and
last up to 15% longer. For passenger cars, Michelin
has introduced tyres with patented technology,
allowing the tyre to perform well in all areas - a
concept called MICHELIN Total Performance.
PROMOTION
The Michelin brand is distinctive as it is embodied
by a much-loved and recognised icon in the
world - the Michelin Man. From the moment
of his inception in 1898, the Michelin Man has
played a key role throughout Michelin’s brand and
communication strategy.
BRAND VALUES
Michelin is a brand that has been synonymous
with Innovation, Quality and Performance for
the past 125 years. Consumers also describe
Michelin as a brand that they trust. This stems
from the credo that the Michelin Group calls its
Performance and Responsibility charter, which
guides the company in all aspects of its operations,
from product construction to product use until its
end of life.
Michelin’s approach involves sharing the adventure
towards providing better mobility, while at
the same time applying the values of respect,
performance, Group responsibility and concern
about the long-term consequences of its decisions.
In all the countries it is present, the Michelin
Group aims to conduct its business with integrity.
The way in which results are achieved is just as
important as the results themselves.
www.michelin.com
Things you didn’t know about
Michelin
• Invented the first radial tyre for passenger cars
in 1946.
• The NASA Space shuttle landed on specially
developed MICHELIN tyres in 1995.
• Michelin Man was elected as the best logo of all
time by the Financial Times in 2000.
• The MICHELIN Pilot Super Sport tyre, launched
in 2010, is the world’s fastest tyre.
• Michelin launched the world’s largest
earthmover tire in 2001.
• Michelin celebrated its 125th anniversary
in 2014.