Michelin appoints new managing director for Vietnam, Cambodia, Laos and Myanmar

In his new role, Jason Tan Jing Shen will lead Michelin's strategic direction and oversee operations across the four markets, reinforcing the group's focus on innovation and customer excellence. His priority is to advance Michelin's "All Sustainable" approach, which balances people, profit and planet.

Jason Tan Jing Shen has been officially appointed as Michelin's managing director for Vietnam, Cambodia, Laos, and Myanmar. Photo courtesy of Michelin

By naming a leader with extensive Asia-Pacific experience, Michelin reaffirms its commitment to long-term development and partnership in Vietnam. The group celebrated the launch of its 100th Michelin Car Service center in the country in August, a milestone that reflects its commitment to sustainable mobility.

As former Passenger Car Business Segment Leader for Michelin Asia Pacific, Jason Tan led the successful regional launch of the Michelin Primacy 5 and drove go-to-market transformations that strengthened customer and consumer value across diverse markets.

Addressing Michelin's direction in Vietnam, Jason Tan said: "Vietnam's vision for sustainable growth, digital innovation, environmental responsibility, and people development sets an ambitious course for the future. At Michelin, we are ready to support these ambitions. Our journey in Vietnam will not be just about growth; beyond that, we aim to build a lasting partnership rooted in shared values and a sustainable future."

Jason Tan speaking at the launch of 100th Michelin Car Service center in Vietnam in August. Photo courtesy of Michelin

The appointment comes as Vietnam consolidates its position as a "shining star" on the global economic map. Strong growth, reflected in a projected 2025 GDP of US$510 billion and rising foreign direct investment, signals a dynamic market for Michelin.

Vietnam's digital and green transitions also align with Michelin's "All Sustainable" strategy. The government's net-zero by 2050 goal creates opportunities for Michelin to expand sustainable mobility solutions and meet growing demand for eco-friendly products.

This strategic alignment is backed by Michelin's innovation engine. Regularly ranked among the world's top 100 innovators, Michelin invests about $1.2 billion annually in R&D and holds more than 12,000 active patents. Its innovations extend beyond mobility into sectors such as healthcare and construction. From advancing materials sustainability to curating the Michelin Guide, the group continues to champion a more sustainable future.

Jason Tan said Michelin continuously extends innovation into diverse sectors: mobility, healthcare, construction... Photo courtesy of Michelin

Launched in 2020, the "Motion for life" brand campaign, featuring the iconic black-outlined white code as a tribute to the Michelin Man, invites the public into the heart of Michelin's innovations, from autonomous lunar exploration concepts to wing-sail technology that helps decarbonize maritime transport.

According to Jason Tan, Vietnam is one of a few strategic markets selected to deploy the campaign: "At Michelin, we rely on our unrivaled know-how and powerful capacity for innovation to explore the possibilities opened by materials science and data science," he said. "These approaches are translated into our action in Vietnam when we provide products that are innovative and environment-friendly."

Jason Tan added that the team will achieve these goals by building and empowering a world-class organization that champions a sustainable tomorrow through innovation, talent development and environmental stewardship. "Together, we will deliver and create lasting value for our consumers, customers, partners, employees, society, and planet — fully aligned with our ‘All Sustainable' approach of people, profit, and planet," he concluded.

Michelin has operated in Vietnam since 2009. It serves consumers, enterprises and mobility partners nationwide with a broad tire portfolio via its authorized distribution network, emphasizing its retail network, Michelin Car Service.

In addition to tire distribution, Michelin operates a manufacturing site in Tan Uyen Industrial Park, Binh Duong, Ho Chi Minh City — an essential part of the group's global supply network.

Vietnam is also a key destination for the Michelin Guide, now in its third local edition, which continues to promote the country's tourism and culinary excellence.

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