STOCKHOLM (July 6, 2012)—Michelin has released a strategic mission statement—“Michelin sells performance, not rubber”—that the firm said expresses its commitment to developing and manufacturing tires that deliver performance in several areas at once.
This statement is the essence of what builds the Michelin brand's reputation, the company said, and brings into focus the critical role tires play as the only part of a vehicle in contact with the road.
In this respect, a tire plays three very important roles: carry the vehicle's weight, transfer braking and driving torque to the road and guide the vehicle, Michelin said.
Michelin did not disclose how it intends to use the new mission statement publicly. It presented the strategic vision at a press conference in Stockholm earlier this week.
In disclosing the strategic strategy, Michelin pointed to research and innovation, which it calls its DNA. Research and development are the firm's “twin engines of growth” while innovation is the imperative that guides all of Michelin's 6,000 researchers, engineers and chemists globally.
Under innovation, Michelin said a key objective is to combine theoretically conflicting performance parameters, including design conflicts in the areas of safety performance and energy efficiency.
Under safety performance, Michelin will strive to resolve the opposition between dry and wet grip, while in energy efficiency the tradeoff concerns the opposition between reducing fuel consumption and increasing tread life.
Michelin disclosed the strategic direction in connection with the launch of two tires initially set for the European market: the Michelin Energy Saver+ for cars and the Michelin Agilis+ for light trucks.