French tyre giant Michelin has been pursuing a green policy for many years, and they have now launched an advertising campaign to underline the eco-friendly nature of their tyres. Over the next few months the Michelin Man will appear on the back of buses throughout the UK, extolling the virtues of Michelin’s Energy Saver car tyres.

The Michelin Man, aka Bibendum, will be found on the back of 53 buses, all part of fleets which are Michelin fleet clients. The campaign is a classic example of combining the medium and the message. Peter Snelling, UK head of communications at Michelin, explained, “As far as we are aware, this is a completely unique campaign, where the brand advertised is also being used on the medium – or vehicle – to communicate this important message. Using buses that are fitted with our latest Michelin tyres seemed a very good and logical approach. Buses interact with our target audience like no other display format, so it just makes perfect sense to use them. Despite their positioning, I’m pleased to say that our new ads certainly don’t look like the ‘back end of a bus’, and I’m confident they’ll communicate our products’ environmental credentials very effectively and will make the campaign a great success”.

In a bold move aimed at keeping the price of it’s tyres to the minimum etyres has applied further across the board reductions to reflect the new VAT rate that officially comes into effect next week. The new pricing, effective from 19th November, will have the effect of passing on the Chancellor’s reduction of VAT well ahead of the official starting date of 1st December.

A spokesman for etyres said “The extra discount which we have rushed through means that drivers will not have to wait until 1st December to buy their tyres at the new lower prices”

Etyres prompt response to the Government’s reduction in value added tax to 15% emphasises the efficiency of e-commerce. Traditional retailers cannot react quickly because they have to print price lists and alter newspaper advertising. e-commerce businesses such as etyres can react much faster. The benefit to the consumer is clear, as in this case when etyres has actually passed on the reduction of VAT almost a week early.

Kim Wilde has voiced her support for a nationwide playground regeneration initiative organized by Dunweedin. The company has donated 100 tonnes of chippings to be used to create safe playgrounds for children. The chippings are made from 100 percent recycled tyres, which produce play areas that are both user and eco friendly. In addition, they last ten times longer than other playground bases such as bark chippings.

Wilde also highlighted the financial benefits of the waste-tyre playgrounds, “With the credit crunch leaving people watching the pennies, most families will be looking to avoid luxuries such as expensive days out with their kids. By helping resurrect the nation’s playgrounds Dunweedin is giving families the chance to enjoy time with their children that is safe, environmentally friendly, and doesn’t cost the earth”.

The tyre chippings have been approved by the Royal Society for Prevention of Accidents.

A new advertising campaign for Goodyear tyres highlights the safety elements of its products. The campaign makes use of the famous Goodyear blimp, representing it as an air-born laboratory with a safety team looking after motorists’ safety. The ads end with the strap line “Safety Together”.

The safety line is underscored by statistics that highlight the safety aspects of Goodyear’s tyres. The campaign is the brainchild of the London agency Leagas Delaney, and Goodyear is hopeful that it will form the base of a new corporate identity. According to Hans Vrijsen, brand director at Goodyear, “The objective statistics, together with the revival of the Goodyear Blimp, work as strong core elements for building brand power in the future”.

In the wake of falling sales, General Motors is contemplating a temporary shutdown of its European factories. GM, who produces Vauxhall and Opel, is planning the closures for two two-week periods in November and December. The company wants to cut production by 40,000 vehicles by the end of the year, to balance a 30 percent drop in sales.

Marangoni executives have been reflecting on the role of motor sport in tyre development. Racing serves an important purpose both technologically and commercially. Marangoni tyres have enjoyed success in a variety of arenas over the last year. The tyres have featured in wins in endurance events, hill climbs and special events, underlining the versatility of the company’s tyres.

According to Derek Carruthers, global sales and marketing director at Marangoni, “Again this season, Marangoni has been performing in various motor sport disciplines and helping drivers to achieve impressive results. Motor sport remains our mobile laboratory, with tyre development opportunities through competitive use translating into tangible technical advances in our road tyres. Our communication strategy to the consumer is that your tyres have been developed and continue to be proven in some of the toughest motor sport disciplines, delivering total performance whatever the drive and whatever the conditions. This is a substantiated claim that our Team Marangoni colleagues can communicate with total confidence”.

Carruthers stresses that these sporting victories serve as excellent adverts for the company’s tyres, “What makes the Marangoni Motor sport campaign so relevant to our retail customers is that they have real proof of the performance difference of Marangoni tyres. Audiences at such different events as the Nürburgring 24 Hours and the British Drift Championship can see the positive benefits that Marangoni delivers. Simply fit the tyres to maximise performance - the proof is on the results sheets. Against other makes, including some with huge competition pedigree, Marangoni keeps on posting results that matter - it’s the unbeatable, cost-effective choice in an increasingly tough market”.

The increasingly competitive car market is forcing manufacturers to adopt tighter controls over car dealerships. This seems likely to result in the closure of a number of dealerships. Chris Kent, of analysts PricewaterhouseCoopers, predicts this scenario in a speech he will be delivering to the forthcoming EurotaxGlass’s conference in Birmingham.

According to Kent, “Manufacturers have introduced ever-stricter standards for those who hold franchise agreements, in an effort to exercise closer control over their brand’s corporate identity. Such restrictions will cause some dealers to resign the franchise while others will be forced out, leading to a smaller pool of businesses representing each marque. Competition for sales will remain fierce, however, with a broader range of car brands chasing what may well be a dwindling number of prospective buyers”.

Kent’s presentation, entitled “Driving Business - opportunities for profit and growth in an uncertain market”, will offer advice to dealers who are struggling in the current economic climate. David Burdett, managing director at EurotaxGlass’s, said, “The demands of consumers, manufacturers and legislators all shape a dealer’s business, but the wider economy is possibly the greatest influence at present. Delegates will receive constructive advice on maximising profitability during these challenging times”.