Differentiation Through Innovation, the Michelin Hallmark
January 12th, 2009Constantly renewing its products and processes is a fundamental part of Michelin’s identity. Underpinning this day-to-day focus on innovation is a powerful commitment to making the transport of people and goods safer, more cost-efficient and more environmentally friendly. This philosophy is reflected in all the tires designed by Michelin, as well as in its services for consumers and businesses.
To bring to market tires that are incomparably ahead of their time, Michelin has made research and development one of the cornerstones of its operations. For the world’s largest tiremaker, technological innovation provides the means to create differentiation in the global marketplace. It constitutes one of the three pillars of the company’s strategy, alongside growth- mainly in fast-developing emerging countries- and improved competitiveness through ongoing efforts to enhance productivity and reduce costs.
To create differentiation, Michelin must pursue new paths. It’s no longer enough to improve tires one step at a time. Michelin has always pushed back the limits, developing breakthrough innovations that represent a technological “leap forward” compared to other tires on the market. The goal is to develop truly revolutionary tires that improve all areas of performance to previously unattainable levels. Examples abound, such as the self-generating tread, a game-changing innovation that is part of the Michelin Durable Technologies package.
As part of their commitment to enhancing personal mobility, Michelin’s Research and Development teams always strive to anticipate problems before they occur. One example involves energy resources, a topic that is very much in the news today. With high fuel prices and supply diminishing, oil has become the center of attention. More than 16 years ago, Michelin first made resource savings a priority in tire design. Consequently today, in 2008, Michelin has unrivaled technological expertise in producing tires that help to reduce fuel consumption. Launched in 2007 in Europe, the new Michelin Energy™ Saver is the fourth-generation car tire introduced since 1992 that improves vehicle fuel efficiency. In 2009, Michelin will launch the Energy Saver All-Season tire for the North American market to further advance its efforts.
Safety, savings and environmental protection are clearly three important areas of performance. And yet, producing tires capable of delivering in all three areas represents a considerable technological achievement. To obtain the balanced performance that characterizes Michelin’s tires requires skills, expertise, carefully selected materials of the highest quality and special manufacturing techniques.
That’s what Michelin is doing today- producing car and truck tires that significantly lower fuel consumption while enhancing safety performance. This is also the case with Michelin agriculture tires, which reconcile productivity and environmental protection. Bringing to market tires that integrate the most advanced technologies is a part of a long-term commitment for Michelin. It is the company’s hallmark, its guiding principle and, in short, its DNA.
