Prominently exhibiting at this year’s show is Michelin, and the president of the company’s worldwide passenger car and light truck tyre business, Florent Menegaux, has taken hold of the opportunity afforded by the Detroit show to discuss Michelin’s technological direction.
“Michelin’s approach to technology is to drive improvements in different areas of performance sometimes seen as incompatible,” said Menegaux during a NAIAS press conference. “The strength of Michelin’s capacity for innovation lies in the ability to produce tyres that deliver not only energy savings but also enhanced safety and long-lasting tread life, ensuring the consumer does not have to sacrifice key performance features for energy-efficiency.
“We innovate because the needs of the consumer are constantly changing,” Menegaux added. “A true respect and understanding of those needs is what makes Michelin different. It is part of our DNA.” The company’s mission, according to the 2008 Michelin Factbook, is to “contribute to enhanced mobility by improving the sustainability of road mobility.” To achieve this, Michelin is, says the passenger car and light truck tyre business president, “continuously looking for ways to bring new technologies to market.” The importance to Michelin of doing so cannot be overestimated as, explains Menegaux, while in 1950 only 50 million vehicles existed worldwide, by 2000 that number had risen to 800 million. And it is estimated that by 2030 this number will reach 1.6 billion.
“Michelin’s objective is clear. By the time the number of vehicles worldwide has doubled, Michelin will have reduced the fuel consumption of its tyres by half. In other words, Michelin is working to make sure that the aggregate fuel consumption of tyres in 2030 will not be a single gallon more than current levels. The Michelin Energy Saver All-Season is another step in that direction.”
The aforementioned tyre was introduced to North American motorists during the Detroit show, and joins a range of low rolling resistance tyres strongly promoted by Michelin in this market at present, a range that reflects changing priorities amongst North American consumers. Rising fuel prices, along with other economic and environmental concerns, are prompting US motorists, who traditionally have enjoyed cheaper motoring than their European counterparts, to take a deeper interest in technologies that can lead to fuel savings.
The 2009 NAIAS takes place in a market environment much changed from a year ago. While it remains to be seen who in the automotive industry will come out of this current crisis as winners and who will be weakened by the experience, Michelin believes that the current situation is one we can utilise in a positive way: “Current market and economic conditions are an opportunity for the automotive industry to shape the future,” commented Menegaux. “The demand for fuel-efficient and low emission vehicles is getting stronger and will continue to remain so well into the future.
“Driver expectations naturally evolve,” he added. “A few years ago, consumers wanted tyres that delivered safety and endurance. Today’s drivers should be looking for tyres that will also reduce their fuel consumption and contribute to CO2 emissions reductions. For many years, we have been expecting this to occur. In 1992, Michelin introduced the world’s first energy-efficient tyre – by integrating silica into the rubber compound. Energy Saver represents the fourth generation of fuel-efficient Michelin tyres. It is at the forefront of our Green X technology.”
As for who is likely to purchase tyres featuring Green X and other related technologies, Menegaux explained that Michelin’s market research has identified two distinct patterns amongst motorists: One group, which drives a significantly below average number of miles per year and trades their vehicles in after a short period of time; and a second group, which clocks up significantly higher annual mileages and holds onto their vehicles for five years or more. According to Menegaux, tyres such as the Energy Saver All-Season are targeted directly at this first group – consumers that drive fewer miles and now often choose a hybrid, electric or other fuel-efficient vehicle.
“Progress in mobility is a great evolution,” concluded Menegaux. “As mobility increases, it brings opportunities for prosperity and social progress. The mobility of people fosters an exchange of ideas and understanding that spurs innovation on every front. What we have to do is find a way to achieve this progress without negative side effects such as increased pollution and climate change. Virtual mobility will never totally replace physical mobility.” (Tyres & Accessories/Staffordshire, U.K.)
