Michelin won two awards at the annual Tyre and Fast Fit Awards on Wednesday, including the Product Innovation Award for its lower rolling-resistance tyres. The National Tyre Distributors Association praised Michelin’s dedication to research and development and for the technical innovations that have benefited a broad area of the tyre and transport industry.
Michelin spends 4 per cent of its turnover on the R&D process and has focussed heavily on the design and production of tyre technology that reduces fuel costs without compromising tyre quality. By researching tyre performance, Michelin was able to make adaptations according to the resistance forces affecting vehicles and create energy dissipating, low rolling resistance technology. The result is reduced fuel costs and the “green tyre” that is both beneficial for the customer and the environment.
The NTDA also awarded Michelin the Industry Advertising Campaign Award for its recognisable position as an industry icon. The TAFF award was given to Michelin to recognise the 108 years of innovative, creative and charismatic advertising campaigns. The NTDA praised th3 2006/07 Michelin advertising campaign, claiming that the company “now has an even friendlier face!”