Michelin reaffirms its brand's innovative DNA by launching the new advertising campaign ‘On the Road and Beyond.’

The campaign provides customers with valuable insights into the group's unique technological capabilities while showcasing the company's innovative strength through exemplary demonstrations of its exceptional expertise.

‘On the Road and Beyond’: The new brand campaign

While the previous brand campaign celebrated the movement and showcased Michelin’s wealth of products and services, the new brand campaign takes customers further to the heart of Michelin Group’s unique expertise in the science of materials and their assembly.

It provides an insight into some new applications of this expertise, such as driverless vehicles, which, thanks to the incorporation of extremely high-tech materials in their wheels, will be capable of exploring the moon’s surface, or enormous wing-sails used for merchant marine vessels to help decarbonize maritime transport.

“Our new brand campaign reveals exactly what defines Michelin – a group in motion whose innovation is one of its primary driving forces,” stated Adeline Challon-Kemoun, a member of Michelin Group’s executive committee and head of corporate engagement, brands, and lifestyle activities.

“This innovative, universal, and optimistic strength, which has been its lifeblood for the last 135 years, shapes the future of our group.

“In the future, Michelin will propose products that are ever more high-tech, innovative, and environmentally friendly.

“This is the meaning behind the campaign, showcasing a few of these products.”

Becoming world's leading producer of materials and experiences that transform life quality

With a budget of up to €1.2 billion (US$1.3 billion) allocated for research and development in 2023, Michelin is reinforcing its position as one of the world's leading innovative brands.

Over 6,000 research and development specialists work tirelessly daily to advance cutting-edge technologies.

Michelin currently holds over 11,910 active patents worldwide and has been recognized by Clarivate™ as one of the ‘Top 100 Global Innovators.’

Michelin's global goal by 2030 is to reduce CO2 emissions by 50 percent compared to 2010, aiming to achieve zero percent by 2050.

Moreover, Michelin aims for over 40 percent of the raw materials used to produce tires coming from renewable or recycled materials by 2030.

Currently, it has already developed tires made with over 60 percent recycled materials.

“The innovation power and expertise of Michelin have profoundly changed the history of the mobility sector,” said Florent Menegaux, chairman of Michelin Group.

“Nowadays, these foundations help us face challenges in new fields and activities that change lives.”

Leveraging its expertise in polymer composite technology, Michelin continuously innovates to create high-quality tires and practical accessories in fields that demand high technological content, such as mobility, construction, aviation, low-carbon energy, and healthcare.

A prime example is the MaxTouch technology, which extends tire life by optimizing the contact patch, reducing fuel consumption, and minimizing environmental impact.

MaxTouch is a testament to Michelin's innovative spirit in developing advanced tire technology and providing practical benefits for users while contributing to sustainable development goals.

The WISAMO sail is also acknowledged as a notable initiative in marine transport, generating a 50-percent reduction in greenhouse gas emissions.

The design of WISAMO is revolutionary in that it harnesses wind, which is an abundant, free, and inexhaustible energy source.

This technology not only benefits shipping businesses economically but also helps to safeguard the environment and create a greener future for the marine industry.

Reaching beyond, Michelin involved brand-self in the ambitious MiLAW project, which researches and develops tires for autonomous lunar exploration vehicles.

It paves the way for long-term human presence on the Moon and even Mars in the future.

The new technologies and materials developed for MiLAW could also be used to create more sustainable and efficient tires on Earth, helping reduce the transportation sector's environmental impact.

These projects not only show that Michelin is adapting to future trends but, more importantly, that the company is actively shaping the future.

By focusing on improving current products and pioneering the exploration and development of new technologies, the company is driving toward a greener, safer, and more efficient future in mobility for everyone.