New Michelin Tire Shatters Compromise Between Fuel-Efficiency, Performance

The Michelin(R) Energy(TM) Saver A/S Passenger Car Tire Now Available

GREENVILLE, S.C., June 9 -- Consumers can now enjoy all the benefits of an all-season, fuel-efficient tire without compromising performance benefits. The Michelin(R) Energy(TM) Saver A/S tire, on-sale this week, is designed for exceptional levels of fuel-efficiency, while delivering an environmentally-friendly performance package that is unprecedented in the industry. It is one of the first all-season tires to combine low levels of rolling resistance with superior levels of wet braking and all-season performance.

Michelin Energy Saver Construction(TM) technology keeps the tire cooler, helping the engine to improve its fuel-efficiency. It is up to 8 percent more fuel-efficient than other tires in its class* and can reduce a vehicle's CO2 emissions by as much as 2,000 pounds of CO2**.

The Michelin(R) Energy(TM) Saver A/S tire represents a synthesis of all Michelin's skills and expertise in tire engineering and design. Fuel savings are combined with superior grip and safety, allowing the tire to stop 8 feet shorter than the competition. ***

"We developed this tire to meet a very distinctive consumer need and break the performance compromise of other competitive fuel-efficient tires. The Energy Saver A/S tire not only delivers the best fuel efficiency, it does so while lasting longer and stopping shorter than other fuel efficient tires," said Rob Cunningham, brand category manager, Michelin North America.

According to Parmeet Grover, brand director, Michelin North America, "The Energy Saver A/S is another concrete example of our commitment to provide consumers the highest possible value from their tire purchase by ensuring they do not have to sacrifice key benefits including safety, longevity and fuel-efficiency."

The technology engineered into the Michelin(R) Energy(TM) Saver A/S tire is the result of more than 16 years of Michelin's research and development in the area of rolling resistance and fuel-efficiency. With the new Energy(TM) Saver A/S tire, Michelin engineers were able to achieve and deliver increased fuel-efficiency by decreasing the levels of rolling resistance - or energy loss in the tire. For the consumer, this equates to increased fuel-efficiency, while maintaining other key tire features that are most important to everyday driving.

Michelin Comfort Control Technology,(TM) engineered into the tire uses computer-optimized design and precision manufacturing to offer greatly reduced vibrations and road noise to keep the vehicle quiet, while a silica-based rubber compound provides all-season traction. An energy saving contact patch provides leading wear life that helps the Michelin(R) Energy(TM) Saver A/S tire last 16,000 miles longer than the competition.****

In addition to its inherent performance features, the Michelin(R) Energy(TM) Saver A/S tire bears Michelin's "Green X" symbol on the sidewall, a visual signal to consumers that the tire has a level of increased fuel-efficiency.

The Michelin(R) Energy(TM) Saver A/S tire is now available in four sizes that include popular mainstream and hybrid vehicles. The sizes are: P215/60R16; P195/65R15; P195/60R15 and P185/65R15.

Marketing:

In an effort to target a very unique consumer with distinctive driving habits and lifestyle choices, Michelin is taking a very aggressive digital and social media approach to marketing the Michelin(R) Energy(TM) Saver A/S tire, in addition to traditional marketing.

To coincide with an aggressive digital and social media communications approach, Michelin will launch its first Facebook application: Michelin Life Balance. "Michelin Life Balance allows us to digitally interact with consumers by providing them an opportunity to express who they are," said Jennifer Smith, digital communications manager, Michelin North America. "As part of the application, Michelin is offering a $5.00 Starbucks(R) gift card to 50 lucky winners each day who complete their 'Michelin Life Balance' from now through July 4, 2009."

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