Michelin North America Inc. has ended its mobile tire installation service experiment, Michelin OnSite. The tire maker shelved the program earlier this month.
“Michelin has decided to suspend its market test for Michelin OnSite in Raleigh, N.C.,” said Brian Remsberg, director of consumer public relations for Michelin. “But we will continue to evaluate future possibilities, as the test revealed a number of interesting options.
“While we are disappointed that unit volumes did not meet expectations, we’re pleased with the enthusiastic response we received from consumers who want a concierge approach to purchasing tires.”
The program was piloted in the Raleigh-Durham market, but was never expanded elsewhere. Consumers were able to purchase tires online and then schedule installation at a time and place of their choosing. The service was offered via branded vans with the Michelin man and the message “we come to you.” The concierge service offered tire mounting and balancing, servicing of tire pressure monitor systems, tire and brake inspection, disposal of old tires, and reminders to schedule tire rotations. The cost: $169.
At the time of its launch in August 2015, Michelin said the service helped address the growing “on-demand” needs of consumers who wanted a convenient, fast, and simple way to purchase tires.
Since then, Michelin has announced another foray into online sales. The company in August 2016 said it would begin selling BFGoodrich-branded tires direct to consumers online.