Michelin's new advertising campaign reiterates brand's innovative DNA

This campaign highlights new applications of this expertise, such as driverless vehicles, which, thanks to the incorporation of extremely high-tech materials in their wheels designed for lunar exploration, and large wing sails for merchant marine vessels aimed at reducing carbon emissions in maritime transport.

World's leading producer of materials

Adeline Challon-Kemoun, a member of Michelin's Executive Committee and Head of Corporate Engagement, Brands and Lifestyle Activities, stated that the new campaign reveals the core of what defines Michelin. "Innovation has been central to Michelin's growth for the past 135 years and continues to drive our future. We will keep developing products that are more advanced, innovative, and environmentally friendly," she said.

For the sixth time, Michelin won the Manufacturer of the Year Award at the 2023 Tire Technology Exhibition in Hanover, Germany. Photo courtesy of Michelin

With a budget of up to EUR1.2 billion (US$1.3 billion) allocated for research and development in 2023, Michelin maintains its position as a leading innovative brand. Over 6,000 research and development specialists and holds more than 11,910 active patents worldwide. Michelin was also named one of the "Top 100 Global Innovators" by Clarivate.

Michelin's global goal of 2030 aims to reduce CO2 emissions by 50% compared to 2010 levels, reaching net-zero emissions by 2050. The company also plans to increase the proportion of renewable or recycled materials in tire production to over 40% by 2030. Currently, the company has produced tires that use over 60% recycled materials.

"The innovation power and expertise of Michelin has profoundly changed the history of the mobility sector. Nowadays, these foundations help us face challenges in new fields and activities that change lives", emphasized Florent Menegaux, chairman of the Michelin Group.

Aiming to transform life quality

Leveraging its expertise in polymer composite technology, Michelin continuously innovates to create high-quality tires and practical accessories in fields that demand high technological content, such as mobility, construction, aviation, low-carbon energy, and healthcare, using its expertise in polymer composite technology.

One example is MaxTouch technology, which enhances tire performance by optimizing the contact patch, extending tire life, reducing fuel consumption, and minimizing environmental impact.

The WISAMO (Wing Sale Mobility) sail is another key initiative, aimed at reducing greenhouse gas emissions by 50% in the shipping industry. Its design also offers economic and environmental benefits for shipping businesses.

WISAMO, Wing Sail Mobility. Photo courtesy of Michelin

Michelin is also involved in the ambitious MiLAW project, which focuses on developing tires for autonomous lunar exploration vehicles. It is expected to pave the way for long-term human presence on the Moon and even Mars in the future. The new technologies and materials developed through this project have the potential to be applied to tire production on Earth, contributing to sustainability in the transportation sector.

Through these projects, Michelin is adapting to future trends by improving existing products and pioneering new technologies, helping to create a greener, safer, and more efficient future in mobility.