Dubai, UAE, July 15, 2018:  Michelin today announced the availability of MICHELIN PRIMACY 4 tyres in the GCC region. True to its Mission of sustainable mobility, this latest update of the popular PRIMACY range, the new MICHELIN PRIMACY 4 tyre is a reference in tyre safety.

After three years of development, this tyre provides a high level of performance in both dry and wet roads. 

Going with its tagline of “Safe when new, Safe when worn”, MICHELIN PRIMACY 4 tyres respond to the customers’ need of long-lasting performance with exceptional braking results from new until it is worn (up to level of tread wear indicator) even when tested in most demanding wet conditions. 

Thanks to the use of latest generation elastomers, the new MICHELIN PRIMACY 4 tyre delivers a very high level of grip, from the first to the last kilometer, without compromising longevity. To achieve this level of grip, the tread pattern has been optimized with the new design that reveals squarer and less tapered grooves.

Naser Shashaa, Regional Director, Middle East region, Michelin said: “We are delighted to bring MICHELIN PRIMACY 4 Tyres to our region. The Michelin Group is committed to delivering long lasting performance from the first to the last kilometer and this new range will provide motorists the pleasure of driving without compromising on performance, safety and longevity. 

“Several Michelin patented technologies have been combined to provide this range a very high-performance level. Thanks to a new rubber compound, sculpture geometry has been optimized to guarantee a high performance level at the end of the tyre life.”

MICHELIN PRIMACY 4 offers an excellent level of performance in braking on both dry and wet roads. The new MICHELIN PRIMACY 4 tyre brakes on average 0.8m shorter than its direct competitors in dry condition. (1)

When compared to competitor tyres in wet conditions, the new MICHELIN PRIMACY 4 tyre brakes, on average, 0.9m shorter than its direct competitors and when tested in worn condition, the MICHELIN PRIMACY 4 brakes 2.8m shorter than the average of the competitor tyres. (2) (3)

The new MICHELIN PRIMACY 4 tyre also simplifies the reading of its wear level. In addition to the presence of a traditional wear indicator on the shoulder, it also has a MICHELIN marking at the bottom of the tread grooves. These two methods allow users to quickly and simply identify the level of wear of their tyres. 

Compared to its direct competitors, the new MICHELIN PRIMACY 4 lasts an average of 18,000 kilometers (4) more; confirming the long-lasting performance of the new tyres designed by Michelin. The new MICHELIN PRIMACY 4 tyre is a concrete demonstration of the Michelin Group’s strategy: consumers must be able to drive safely, throughout the life of the tyre, right down to the legal wear indicator of 1.6mm.

Designed for hatchbacks, entry to premium sedans and cross-overs, MICHELIN PRIMACY 4 is already OE homologated by Audi, Volkswagen, Volvo and Jaguar for some of their vehicle models in specific markets across the world. In GCC countries, some of the replacement market vehicle fitments of MICHELIN PRIMACY 4 include vehicles ranging from Audi A4, Lexus ES350, Toyota Camry, Nissan Altima, Honda Accord, Volkswagen Passat, Kia Sportage, Ford Fusion, Hyundai Tucson, among others. 

Michelin showcased the new tyre range at two events in Abu Dhabi and Dubai on 10th and 11th July, in partnership with its authorized importers - Central Motors and Equipment LLC, a member of ALFAHIM (importer of MICHELIN tyres in Abu Dhabi and Al Ain) and Central Trading Company LLC (importer of MICHELIN tyres in Dubai and Northern Emirates). 

During the launch events, Michelin also demonstrated its focus on high-performance tyre business by providing to the dealers a portfolio ranging beyond 350 SKUs available for orders across its product range of – MICHELIN Pilot Sport 4, MICHELIN Primacy SUV, MICHELIN X® LT A/S, MICHELIN Pilot Sport Cup 2, MICHELIN Latitude Sport 3 among others. 

Ismaeel Hassen, General Manager at Central Motors & Equipment LLC, said: “MICHELIN tyres now has a comprehensive product portfolio with new tyre sizes and OE homologations being added on regular basis to support our market demands” 

Mr. Mohammed Aqel, the General Manager of Central Trading Company LLC said: “We are proud to be the authorized importer of MICHELIN tyres in Dubai and Northern Emirates and are happy to support the launch of MICHELIN Primacy 4 in this region”.

TECHNICAL SPECIFICATIONS:

(1) Dry braking test, between 100 and 0 kph, conducted by TÜV SÜV product service, on Michelin's request, in July 2017, on dimension 205/55 R16 91V on VW Golf 7 comparing MICHELIN PRIMACY 4 versus BRIDGESTONE TURANZA T001 EVO; CONTINENTAL PREMIUM CONTACT 5; DUNLOP BLURESPONSE ; GOODYEAR EFFICIENT GRIP PERFORMANCE ; PIRELLI CINTURATO P7 BLUE competitors.

(2) New and Worn (worn means 2 mm tread depth), on 205/55 R16 91V MICHELIN PRIMACY 4, is above the R117 European regulation wet grip threshold.

(3) Wet braking test, between 80 and 20 kph, conducted by TÜV SÜV product service, at Michelin’s request, between June and July 2017, on dimension 205/55 R16 91V on VW Golf 7 comparing MICHELIN PRIMACY 4 versus BRIDGESTONE TURANZA T001 EVO; CONTINENTAL PREMIUM CONTACT 5; DUNLOP BLURESPONSE ; GOODYEAR EFFICIENT GRIP PERFORMANCE ; PIRELLI CINTURATO P7 BLUE competitors.

(4) Test conducted by DEKRA TEST CENTRE, at Michelin’s request, between June and July 2017, on dimension 205/55 R16 91V on VW Golf 7 comparing MICHELIN PRIMACY 4 versus BRIDGESTONE TURANZA T001 EVO; CONTINENTAL PREMIUM CONTACT 5; DUNLOP BLURESPONSE ; GOODYEAR EFFICIENT GRIP PERFORMANCE ; PIRELLI CINTURATO P7 BLUE competitors. Longevity test run in average real usage (D50) with 10,000 km run and estimated longevity at 1.6mm.