Michelin tire will 'Premier' during March Madness

March 20, 2015

Phase two of the Michelin Premier tire launch is coinciding with March Madness. Its theme? Prolonged safety.

The new media campaign also aims to reinforce the Michelin brand’s commitment to safety by highlighting a key emotional moment between a father and daughter. The 30- and 15-second animated ads will begin running on Sunday, March 22, during CBS coverage of the 2015 NCAA Men's Division 1 Basketball Tournament. They also will be seen on other television programs, including The Weather Channel and ESPN.

"We’ve found that most consumers don’t think about tires until they need to replace them, but performance over the lifetime of a tire is what is truly important," says Scott Clark, chief operating officer for Michelin North America Inc.’s Passenger and Light Truck Tire Division.

"The goal of this creative is to remind consumers of this and understand what a key role they play in the long-term safety on the road. The Michelin Premier is a breakthrough technology that helps provide drivers greater peace of mind as their tires wear."

The tire's unique wet traction capabilities are the result of:

* hidden grooves in the shoulders that emerge as the tire wears down;

* expanding rain grooves around the center of the tire that widen over time to evacuate water; and

* a unique rubber compound that prolongs the safety of the tire.

The Michelin Premier A/S tire was introduced at the 2014 North American International Auto Show in Detroit. The Premier A/S was selected by Popular Science for a 'Best of What's New for 2014' award, and earned a 2014 New England Motor Press Association/Massachusetts Institute of Technology Automotive Award.

According to Clark, Michelin will launch the next member of the Premier family, the Premier LTX, in June.

For more information about the Michelin Premier A/S, visit these links:

"Michelin to add 41 sizes to Premier line."

"Michelin: Ours worn is better than theirs new."