Michelin promotes EV tires through Volta network

SAN FRANCISCO, Calif.—Michelin North America Inc. said its campaign shown across screens on Volta Inc.'s electrical vehicle charging stations increased awareness of the brand's EV tires by 70%.

Volta provides public EV charging with locations at grocery stores, entertainment venues, apparel retailers, pharmacies and banks. Volta, who also considers itself a media company, shows advertising on its storefront chargers.

"With eye-catching digital screens located steps away from the entrances of these locations, Volta stations double as an innovative media network, allowing brands to reach consumers in an environmentally sustainable format while they are in a purchasing mindset," Michelin said.

The campaign showcased Michelin's tires designed to maximize EV performance, like the Michelin Pilot Sport that the company claims extends battery range by 35 miles per charge.

A study conducted by an independent, third-party research firm revealed this campaign successfully improved awareness of Michelin's EV-specific tires by 70 percent and boosted the perception that Michelin makes the best tires for EVs by 23 percent, according to the company.

"As the market for electric vehicles continues to grow, finding unique ways to reach the EV consumer is critical," Stephanie Tarbet, Michelin North America vice president of communications, brands, and government affairs, said in a statement. "Working with a partner like Volta has allowed us to share our brand campaign directly with the consumer, providing a highly effective visual of our technological leadership."

Michelin said its campaign "directly enabled Volta to deliver more than 470,000 electric miles to EV drivers" through their charging stations.

"We are proud to partner with Michelin to achieve both their business and environmental sustainability goals," Brandt Hastings, chief commercial officer at Volta, said. "Volta's unique combination of EV charging and media make it the only company that can effectively shape consumer behavior while supporting the rapid transition to a clean, electric transportation future."