MICHELIN LAUNCHES NEW PRIMACY LC TYRE IN MALAYSIA

MICHELIN has launched the new MICHELIN Primacy LC tyre a tailor-made product for Malaysia and regional markets which effectively reduces driving noise and helps save fuel bills.

Featuring the world’s leading technologies, innovative compounds, optimised tyre profile, the new MICHELIN Primacy LC tyre is a natural choice for demanding Asian drivers of high performance vehicles such as Lexus LC, Mercedes C Class, Nissan Teana, Toyota Camry or VW Passat. It is also the best answer for those who pursue improved levels of silence, comfort, fuel efficiency, while it delivers also the traditional core performances of MICHELIN products i.e. highest safety and longevity.

According to consumer surveys conducted in the major Asia Pacific countries, features such as quiet ride, fuel efficiency and driving safety are among the most decisive factors for consumers of high-performance tyres.

“With excellent test results and driver feedback, we believe that the new MICHELIN Primacy LC tyre will set a local industry benchmark for the high-performance tyre segment in Malaysia,” said MICHELIN Malaysia Sdn Bhd Managing Director Yves Pouliquen.

The MICHELIN Primacy LC tyre is set to become the Company’s next best seller in the country, replacing its previous generation MICHELIN Energy MXV8 tyre.

Asia’s high performance tyre market will keep its momentum to grow far above the average of other tyre segments, mainly driven by new car models. With the new MICHELIN Primacy LC tyre, the Company expects to increase its market share in high performance tyre segment in Asia Pacific to 17 per cent in five years, versus around 14 per cent today.

Reducing fuel consumption makes sense if the gains are made without compromising the tyre’s safety performance, its tread life and silence performance. The new MICHELIN Primacy LC is the tyre capable of delivering outstanding performance in all these areas. Simultaneously, it reduces the amount of energy consumed, it lasts longer and shortens the distance needed to bring the vehicle to a halt, with a lower level of noise.

Three key product attributes of MICHELIN Primacy LC

Silence
Thanks to the newly developed “Silent Rib” technology, the new MICHELIN Primacy LC tyre achieves less driving noise. The shape and distribution of the grooves in the tread pattern gives the consistent rigidity around the circumference of the tyre. This minimises any vibrations that cause noise.

Fuel saving
The new MICHELIN Primacy LC tyre is marked with the “MICHELIN Green X” label, which guarantees the tyre has one of the highest levels of energy efficiency on the market. With this label, MICHELIN asserts its commitment to reducing both the fuel consumption and carbon dioxide emissions, while offering all the advantages of MICHELIN tyres in terms of longevity as well as safety.

In addition, thanks to the full silica tread compound and optimised construction, the MICHELIN Primacy LC tyre helps reduce rolling resistance by 13 per cent compared to the previous generation*. As a result, the new product contributes to reducing fuel consumption and therefore consumer’s fuel bill.

“Indeed, for this new tyre, as well as for its whole range, MICHELIN fights to offer the drivers the best cost over the lifetime of the tyres,” said Pouliquen.

Safety and longevity
The new MICHELIN Primacy LC tyre improves safety thanks to a highly flexible tread rubber compound that meshes easily with the road surface to give high levels of grip. This allows a six per cent shorter braking distance on wet roads compared to the previous generation*.

The optimised tyre profile puts 21 per cent more rubber in contact with the road. Thus, the MICHELIN Primacy LC tyre delivers all safety without compromising wear life.

*MICHELIN Primacy LC tyre compared to MICHELIN Energy MXV8 tyre;
HONDA Civic 1.8 I-VTEC 2007 model;
Test Circuit: JARI/AIST/GKN;
Test Date: 18.6.2008 to 4.7.2008;
Air pressure: 2.4/2.4 (bar)

For more product information, please visit our website: www.primacylc.michelin.com

About Michelin (www.michelin.com)
Michelin is dedicated to sustainably improving the mobility of goods and people by manufacturing and marketing tyres for every type of vehicle, including airplanes, automobiles, bicycles/motorcycles, earthmovers, farm equipment, trucks and the US space shuttle. It also offers electronic mobility support services, on ViaMichelin.com, and publishes travel guides, hotel and restaurant guides, maps and road atlases. Headquartered in Clermont-Ferrand, France, Michelin is present in 170 countries, has around 120,000 employees and operates 69 production plants in 19 different countries.

For media queries, please contact:

Ida Fazila ISMAIL,
Account Manager for MICHELIN Malaysia Sdn. Bhd.
Eric Pringle Associates Public Relations Sdn. Bhd.
Telephone no: + 60 (3) 2161 7144
Email: ifazila@epapr.com.my

Gian Keong LIM
Brand Manager,
MICHELIN Malaysia Sdn. Bhd.
Telephone no: + 60 (3) 7680 3815
Email : giankeong.lim@my.michelin.com