The Michelin Brand Experience 2023 Showcases Pilot Sport 5 And Primacy SUV+ Tyres Capabilities
Michelin just hosted the Michelin Brand Experience 2023 at the Sepang International Circuit to showcase its tyres to its dealers, business partners and media. Most of the driving experiences were focused mainly on the capabilities of the new Michelin Pilot Sport 5 and Michelin Primacy SUV+ tyres.
With support from Mercedes-Benz Malaysia as official vehicle partner, Michelin was able to give over 215 dealers, employees, partners and members of the media a ‘Ride and Drive’ experience to put the new Michelin tyres to the test and discover Michelin’s promise of ‘Performance Made to Last’ i.e. long-life performance and quietness even when worn.
Driving activities at the Michelin Brand Experience included acceleration and braking tests, a gymkhana session to experience the grip of the Pilot Sport 5 in tight corners and wet surfaces. Participants got to experience the capabilities of both brand new and worn down tyres, as well as those from segment rivals as comparison. There were also high speed sessions around the track to show off the Pilot Sport 5’s handling as well as an on-road test drive on the perimeter of the Sepang Circuit to experience the comfort and refinement of the Michelin Primacy SUV+ tyres.*
“We are thrilled to be hosting our first experiential event since the pandemic, as it gives us a chance to not only reconnect with our network of dealers but also the wider community that has been supportive of Michelin over the years. With the MICHELIN BRAND EXPERIENCE 2023, we hope to showcase the 2 core components of our Michelin DNA – Innovation and Sustainability, as exemplified by the new MICHELIN Pilot Sport 5 and the MICHELIN Primacy SUV+ tyres that are designed for maximum longevity and performance,” said Managing Director of Michelin Malaysia, Singapore and Brunei, Prichapakorn Dangrojana.
“Our core values are key differentiators that set us apart in the global tire industry, as we aim to work towards leaving minimal impact on the planet but maximum value for our customers in every product, service and initiative we offer,” he added.
With SUVs being all the rage these days, Michelin sees it appropriate to make available its Primacy SUV+ model to cater to owners in this growing vehicle segment who prefer a more comfortable and safe ride with a tyre that maintains these characteristics right to the end of its life. Improvements in the Primacy SUV+ include higher silica loading and functionalised polymer that improves wet and dry braking performance without compromising on lifespan nor rolling resistance; and Maxtouch Construction design to maximise contact with the road as well as tread life. These improvements complement the tyre design which has chamfered tread blocks that prevents distortion of the tyre contact patch, and the full depth and high sipe density, and U shaped groove design which clears water even when worn thus ensuring safer driving in wet conditions.
Meanwhile, the Pilot Sport 5 is a performance-oriented tyre with a tread pattern inspired from motorsports. The asymmetric sculpture has an inner side with large grooves for improved wet performance while its outer side is optimised with rigid blocks for better grip in dry conditions. It also features wide and deep longitudinal grooves to clear water more efficiently as well as to allow for tread block flex to optimise road contact. Designed into the tread is also Michelin’s Wear2Check tread wear indicator that runs across the tyre, from the inner side to the outer side, for better indication of uneven wear. Being a tyre for sportier driving, the 5th generation Pilot Sport employs a hybrid belt of Aramid and Nylon in its construction for more dynamic steering response, as well as the Maxtouch Construction to maximise tyre contact with the road and distribute the forces of acceleration, braking, and cornering, while preserving tread life.
The longevity of the performance of the new Michelin tyres were evident in the gymkhana and wet braking tests. Compared with segment rivals fitted onto similar vehicles, the Pilot Sport 5 performed better in terms of roadholding especially in wet corners, as well as in braking distance, be it a brand new set or a worn one. For comparisons with worn tyres, Michelin scrubbed all tyres (including competing tyres) down to the tread wear indicator, with competing tyres getting a tread advantage when it couldn’t get them down to similar levels.
In high speed driving, the Pilot Sport 5 exhibited less flex while taking corners and the rear of the car felt less ‘spongy’. This gave a more predictable feel of the road as well as more confidence in getting aggressive with the corner. Michelin also demonstrated the Pilot Sport 5’s quietness on the straights but this may not be a priority for those looking for sportier driving although it really is a welcomed feature.
However, buyers of the Primacy SUV+ would likely prioritise quietness and comfort. Personally, the level of quietness was less obvious when seated at the rear when comparing the Primacy SUV+ with class rivals, although the decibel meter showed otherwise. That said, comfort at the rear felt better with the SUV feeling more refined on uneven patches of road. The difference is more obvious in the driver’s seat with the Michelin tyre feeling more composed, with less vibrations in the steering, as well as a quieter ride overall.
Michelin has also improved tyre sidewall aesthetics with a more premium look and feel using a patented velvet-like texture design.
The Michelin Pilot Sport 5 is available in 28 sizes between 17” and 19” at the moment, while the Primacy SUV+ is available in 15 sizes between 16” and 20”.
To learn more about the new MICHELIN Pilot Sport 5 and the MICHELIN Primacy SUV+ tires, visit:
* All driving experiences were conducted under the supervision of trained instructors to ensure safety
At the Michelin Brand Experience event, the company also highlighted its tyres for commercial light duty trucks and motorcycles i.e. Agilis 3 and Road 6. “Despite the challenges posed by the pandemic, Michelin continues to innovate for better, greener technology in our new tyres, keeping in mind the importance of mobility that was restricted for so many in the last few years. While we work towards providing the best tyres in the passenger segment, we also strive to uphold our ‘Share of Mobility’ pledge to offer a wider variety of quality tyres across the vehicle segments, some of which are the Michelin Agilis 3 for the commercial light truck segment, as well as the Michelin Road 6 for the two-wheel segment,” said Dangrojana. Also on display was the Pilot Sport EV tyre specially made for EVs. This tyre features a band of foam to deaden tyre noise which is more apparent in vehicles with no combustion engines.
Furthermore, innovations for the future such as the Michelin Uptis (Unique Puncture-Proof Tire System) – a first-of-its-kind airless tire for passenger vehicles, is also testament to Michelin’s ambitions for sustainable mobility, in line with the brand’s goal of manufacturing tyres from fully-sustainable materials with equally green processes by 2050.
