Michelin Employs New Technology For Luxury Performance Tire

19 feet shorter in wet conditions than a leading competitor, Michelin said. The tire also features

3-D variable thickness sipes, which interlock to preserve rigidity in the block for precision handling, and the tiremaker’s MaxTouch construction, which is a unique contact patch shape that evenly distributes the forces of acceleration, braking and cornering for long-lasting, even tread wear.

“Sometimes you don’t have to look further than your own kitchen to find a viable, technical solution,” said Dominique Josson, product category manager for Michelin North America. “Sunflower oil is particularly useful in high-performance, all-season tires because it allows the tire to maintain winter performance that might otherwise be sacrificed to gain handling and wet grip.”
The Helio Compound in Michelins new Primacy MXM4 allows the tire to offer increased traction at low temperatures for braking and handling in wet conditions, as well as better overall performance in the snow, the tiremaker said.
The luxury car segment is familiar territory for Michelin, which has had 425 model year fitments over the last 10 years in the category, said Martha Burwell, U.S. passenger car marketing manager. The tiremaker is the top choice for OE fitments among luxury car makers, and 63% of luxury car drivers replace their OE Michelin tires with Michelin replacement tires, she noted.

Couple those facts with the knowledge that the touring handling segment boasts the highest growth rate in the industry – 18.5% – and this is good news for Michelin. It’s that rapidly-expanding segment where the Primacy MXM4 fits in.

“The new Michelin Primacy MXM4 tire offers 360 of ultimate satisfaction for the premium car driver who wants it all: safety, all-weather handling, great ride quality and comfort – all backed by an exceptional warranty,” Burwell said.

The Primacy MXM4 will eventually replace the Pilot MXM4 tire, which was introduced roughly 15 years ago. The Primacy offers several improvements over the Pilot, including 23% better wet braking, 14% better wet handling, 7% better dry handling, 12% better rolling resistance and 14% better wear life, according to Michelin.

“We’re not instantly replacing the Pilot MXM4 because there’s a lot of loyalty to the Michelin brand and we want to make sure that if consumers want that Pilot that they’ve been driving, it’s available for them,” Burwell noted.

Currently, the Primacy MXM4 tire has seven OE fitments, including: 2010 Mercedes-Benz E350 Sedan, 2010 Mercedes-Benz E550 Sedan, 2010 Mercedes-Benz E350 Coupe, 2010 Mercedes-Benz E550 Coupe, 2011 Infiniti M37, 2011 Infiniti M56 and 2009 Buick Lacrosse.

Available to consumers in North America July 1, the Primacy MXM4 tire will offer 13 replacement market sizes with rim diameters ranging from 16 to 19 inches. After additions in 2011 and 2013, the size offerings will expand to 34 total sizes. The new tire is backed by a 55,000-mile warranty for H/V-rated sizes and a 45,000-mile warranty for W-rated sizes.

The Primacy MXM4 will be supported by a print and TV consumer ad campaign in the third quarter of this year, as well as “digital initiatives” in July and August, including ads and product information on the company’s michelinman.com website, Burwell said.