Michelin Suspends Mobile Tire Installation Pilot Program

Joy Kopcha
Posted on November 29, 2016

Fifteen months after its launch, Michelin has pulled the plug on its mobile tire installation service.
Fifteen months after its launch, Michelin has pulled the plug on its mobile tire installation service.
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.

Related Topics: Brian Remsberg, Michelin, mobile tire service, North Carolina, online tire sales

Joy Kopcha Senior Editor & Digital Projects Editor
Comments ( 3 )
  • JB

     | about 2 years ago

    Personally, I looked forward to the online sales/On Site program. These programs are seriously restricted in provided services and especially in the form of after sale service. This would have just "shoehorned" consumers into truly passionate service providers doors. Michelin also researched building company owned retail stores. Their goal was to provide the ultimate Michelin buying experience. On paper, it looked to "knock the socks off" of consumers with the ultimate in customer service combined with a "innovative" technical flare throughout a store visit. The company had some really bright and innovative thinkers building the project but ultimately recognized it was a bit late to venture into such. What dealers and manufactures need to understand is "great customer service" does not equate to "free" or constant rebates. As a direct dealer, I had/have a great relationship with the company but with the way the company moves and shifts management around I feel as if a true feel for the market gets overlooked. A Michelin management or sales force employee barely gets seasoned into a position before they are off to a new adventure within the company....typical corporate thinking. This does absolutely zero in building customer (dealers) confidence. The hypocrisy created due to company bureaucracy is laughable at best sometimes. Their tagline of "ease of doing business" represents my previous sentence. In their defense, they are a leader in tire technology. They're products will usually perform as claimed or better. For me, when compared to other manufactures warranty procedures, Michelin's have been second to none. Now, if they will stop trying to reinvent the wheel and focus on respectable relationships with their dealers, their products will sell themselves. That statement goes back to the sales force revolving door policy.

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