GREENVILLE, S.C.—In response to the many consumers who use the Internet to research tires before purchasing them, Michelin North America Inc. is launching a global platform it says is the first in the industry with an open search engine.
The Greenville-based tire maker's plans are to roll out the new digital platform to markets around the globe—with the U.S. the first of 70 worldwide Michelin sites to go live. The goal of the effort is to simplify and enhance online tire shopping, according to the company.
Michelin said its global data confirms that more than 50 percent of tire shoppers now use the Internet to research their purchases. Consumers using Michelin's site will be able to find the correct tires for their vehicles by typing their queries into a search box.
“Our ambition is to streamline and make our website much easier for people to shop Michelin tires. We want to assure the experience is gratifying for all consumers, whether they have a lot of tire knowledge or not,” said Olivier Chenevez, global marketing director for Michelin's passenger car and light truck business unit.
“This is why we designed the new platform to be customer-centric, not tire-centric,” he added. “For example, tire models are showcased in a way that is engaging, informative and easy to understand.”
The new global digital platform will be used for all Michelin sites, the company said, and is live in the U.S. at its website. (LINK: Michelinman.com)
Features on the new U.S. site include a dealer locator, photos and descriptions of Michelin-brand tires, and a link to a YouTube video showing “My First Car #FirstCarMoment.”
Dave Murtaugh, director of consumer experience/digital for MNA, said the tire maker is “excited to be the first country to roll out the new Michelin Man website for passenger car and light truck tires. Consumers use the Internet to conduct their own research in advance of nearly all major purchases, and our new website will be a valuable tool that clearly provides the information customers need for purchase decisions.”
The new website also allows visitors easy, one-click access to subjects and features Michelin believes they are most interested in—such as tire safety, tire performance features or the opportunity to learn more about tires, the company said, noting consumers also will have the option to communicate directly with a Michelin tire expert.