Finally some good news. Sales of tires to motorists called aftermarket leave. Michelin even mentions a "noticeable pick. Dealers begin to rebuild their inventories and demand is the appointment. In Europe, early season winter tires is on track. But this does not apply to the United States, followers of tires "all seasons". In contrast, the market for original equipment, that is to say, sales to carmakers, remains stable. The market for truck tires and engineering seems to have reached its low point, without rebooting.
"We remain cautious on the nature and speed of recovery, tempers Claire Dorland-Clauzel, communications director for Michelin. It showed Friday's new ad campaign "World" of Michelin.The group covers three topics that will be the spearhead of its communication on safety, energy savings and longevity of pneumatic tires. The group says the Energy Saver fourth generation can save 0.2 liters of fuel per 100 km, a reduction in CO2 emissions by 4 g per kilometer. Car tires "consume" fuel indirectly as a result of friction with the ground. This is the "rolling resistance".
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On the life of a full game, this represents a saving equal to the price of a tire. Longevity was also improved by about 30%. Adding the two, Bibendum estimated the savings at 50% of the purchase price of tires.
It is very important for Michelin to cause consumers to think about the "cycle" of use of its tires because they are 10 to 15% more expensive than its competitors.The positioning of the price chosen by the group – which has repeatedly justified in praising the quality of these products – it has helped to cushion the effects of rising raw material. At the beginning of the decade, Michelin has repeatedly raised the prices of its tires aftermarket to pass on the soaring price of rubber and petroleum products. He has managed to preserve its margins. Even in periods of sharp decline in sales, as now, Michelin has not seen this high-end positioning, without losing market share.
In addition, the group has other brands (BFGoodrich, Uniroyal Kleber, Warrior for the Chinese market …) to attack the other market segments, without positioning the entry level.
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