Michelin’s new advertising campaign confirms its innovative DNA

The campaign provides insight into the company's unique technological capabilities while showcasing its innovative strength through exemplary demonstrations of its exceptional expertise.

'On the Road and Beyond!' - the new brand campaign

While the previous campaign celebrated the movement and showcased Michelin’s wealth of products and services, the latest effort takes us deeper into the heart of Michelin Group’s prowess in the science of materials.

Michelin’s unique technical capabilities - Photo: Michelin

The new campaign provides insight into some of Michelin's new concepts, such as driverless vehicles, which, thanks to the incorporation of extremely high-tech materials, will be capable of exploring the moon’s surface, or enormous wing-sails used for merchant marine vessels to help decarbonise maritime transport.

"Our new campaign reveals exactly what defines Michelin - a group for which innovation is one of its primary driving forces. This innovative, universal, and optimistic strength, which has been its lifeblood for the last 135 years, shapes the future of our group," said Adeline Challon-Kemoun, a member of Michelin Group’s Executive Committee and head of Corporate Engagement, Brands and Lifestyle Activities.

"In the future, Michelin will propose products that are ever more high-tech, innovative, and environmentally friendly. This is the meaning behind the campaign, showcasing a few of these products," added Adeline.

With a budget of up to €1.2 billion (about $1.3 billion) for research and development (R&D) for 2023, Michelin is reinforcing its position as one of the world's leading innovative brands.

Over 6,000 R&D specialists work tirelessly daily to advance cutting-edge technologies.

Michelin currently holds 11,910 active patents worldwide and has been recognised by Clarivate as one of the ‘Top 100 Global Innovators’.

The group's goal by 2030 is to reduce CO2 emissions by 50 per cent compared to 2010, aiming to achieve zero per cent by 2050.

Additionally, Michelin is aiming for over 40 per cent of the raw materials used to produce tyres to come from renewable or recycled materials by 2030. Currently, the company has produced tyres that use over 60 per cent 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”, emphasised Florent Menegaux, chairman of Michelin Group.

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

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

A prime example is the MaxTouch technology, which extends tyre life by optimising the contact patch, reducing fuel consumption, and minimising environmental impact.

MaxTouch is a testament to Michelin's innovative spirit in developing advanced tyre technology, providing practical benefits for users while contributing to sustainable development goals.

The WISAMO sail is also acknowledged as a notable initiative in marine transport, generating a 50 per cent reduction in greenhouse gas emissions.

The design of WISAMO is revolutionary in harnessing wind, which is an abundant, free, and inexhaustible energy source.

This technology not only benefits shipping businesses economically, it also helps to safeguard the environment and create a greener future for the marine industry.

WISAMO – Michelin Sail Mobility - Photo: Michelin

Reaching beyond, Michelin is also involved in the ambitious MiLAW project, which researches and develops tyres for autonomous lunar exploration vehicles.

It paves the way for long-term human presence on the Moon and even Mars in the future. The new technologies and materials developed for MiLAW could also be used to create more sustainable and efficient tyres on Earth, helping reduce the transportation sector's environmental impact.

These projects not only show that Michelin is adapting to future trends but, more importantly, that the company is actively shaping the future.

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