Thursday, February 11, 2016

MICHELIN Primacy SUV tires deliver safety and confidence

(L-R) Bibendum, The Michelin Man; Michael Nunag, Chief Representative of Michelin Philippines; Martial Lafont, PCLT Marketing Director for Michelin East Asia and Oceania; Pierre Azemat, Product Marketing Manager for Michelin East Asia and Oceania; Chiara Architta, Consumer Experience Manager for Michelin East Asia and Oceania; Caroline del Rosario, Marketing Communications Manager for Michelin Philippines

The new MICHELIN PRIMACY SUV tire delivers confidence and tranquility to drive your family safely even in the most unpredictable driving conditions.

Most SUV (Sport Utility Vehicle) drivers choose their vehicle’s safety features carefully – considering ABS, airbags, and traction control. But more often than not, they underestimate the vital role that tires play. As the only contact with the road, good tires are a driver’s first guarantee of a safe and comfortable ride.

The area of a tire that touches the road surface is approximately the size of a palm. It is not much when you consider all the functions of a tire: supporting the car, transmitting traction and braking forces, absorbing road shocks and steering. This is why tires should be regarded as a priority when considering the safety of any type of vehicle.

The MICHELIN Primacy SUV tire is exclusively designed by Michelin for SUVs. It was developed specifically for the Asia Pacific’s extreme road and weather conditions with the objective of offering maximum safety to SUV owners and their families.

Speaking about the new tire, Michelin Philippine Chief Representative Michael Nunag said, “We have listened to SUV drivers in our region. They choose their vehicles because they want more safety for themselves and their family on their daily commute, as well as during long distance travel.

“SUVs are larger, more robust vehicles, they offer better visibility and more space, but they can at times be more difficult to handle and to stop, especially on wet roads. The MICHELIN Primacy SUV tire was developed to address these needs, and provide maximum safety and protection to the driver and their family.”

The new tire offers significant safety improvements:

  • 2.2 meters1shorter braking distance on wet roads.
  • 6%2improved grip in wet cornering.
  • 1.9 meters3 shorter braking in dry conditions.
This is achieved through the use of the following Michelin tire technologies:


As a result of the combination of these technologies, the MICHELIN Primacy SUV tire is able to offer drivers a safer, smoother ride. Thanks to MICHELIN Total Performance, this is achieved without compromising other tire performance characteristics such as tread life and fuel consumption.

The new MICHELIN Primacy SUV tire is recommended for popular SUVs like the Toyota Fortuner, Honda CR-V, Nissan X-trail, Isuzu MU-X, Audi Q7, Volvo XC90, Mitsubishi Pajero, among others. The new tire is already available in all Michelin Authorized dealers nationwide.

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