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Michelin revamps online tire shopping sites

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Michelin revamps online tire shopping sites

Groupe Michelin is creating a new global, online platform to showcase its tires to consumers, and the tire maker says its goal is to enhance and simplify the online tire shopping consumers are doing already. The company is launching the platform in the United States.

The company says its global data confirms that more than 50% of tire shoppers now use the Internet to research their purchases. Consumers using the Michelin site will be able to find the right tires for their vehicles simply by typing into a search box. Michelin is touting its site as the first in the industry with an open search engine.

Michelin currently isn't selling tires online, even though the tire manufacturer in recent months has acquired fully or partially two online tire retailers. (Michelin buys UK online tire retailer and Michelin buys into online tire retailer.) Once a consumer finds a tire he or she likes, there's a button to 'find a dealer.' With a zip code search the site splits dealers into two categories, based on the likelihood the dealer has the selected tire in stock.

The U.S. site — — is active. Michelin will use the same platform to launch websites all over the globe.

Users can search for tires by typing in the vehicle they drive. They also can search by tire size, tire name or tire category, such as light truck or luxury performance touring tires. Michelin says its goal is "simplifying and enhancing online tire shopping."

“Our ambition is to streamline and make our website much easier for people to shop Michelin tires," says Olivier Chenevez, global marketing director of Michelin's passenger car and light truck business unit. "We want to assure the experience is gratifying for all consumers, whether they have a lot of tire knowledge or not. This is why we designed the new platform to be customer-centric, not a tire-centric. For example, tire models are showcased in a way that is engaging, informative and easy to understand.”

Dave Murtaugh, director of consumer experience/digital for Michelin North America Inc., says, “We are excited to be the first country to roll out the new Michelin Man website for passenger car and light truck tires. Consumers use the Internet to conduct their own research in advance of nearly all major purchases, and our new website will be a valuable tool that clearly provides the information customers need for purchase decisions."

The new website allows visitors easy and one-click access to subjects and features they are most interested in, whether it is tire safety, tire performance features or the opportunity to simply learn more about tires. They also have the option to communicate directly with a Michelin tire expert.

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