Our Roots in Motorsport
MICHELIN has been racing since 1891, just a few years after the company was founded.
We're the only tyre manufacturer to have won events and titles in all of motorsport’s major disciplines over the last four decades.
Racing constantly feeds our design and development programmes, pushing the boundaries of our technological innovation.
It allows us to develop tyres that win races and then bring that progress back to the road – to consumer cars.
That philosophy led us to develop MICHELIN Total Performance.
We reconcile conflicting design goals to create tyres that excel in a variety of conditions.
Our Three Spheres of Motorsport Activity
1. Motorsport is essential to MICHELIN’s brand strategy
Competing in motorsport contributes actively to the brand’s Marketing and Communication strategies.
MICHELIN participates in major events that are famous across the world and which make a real contribution to enhanced mobility.
Motorsport provides MICHELIN with a showcase to promote the unrivalled performance of its products and services. MICHELIN enjoys partnerships with championship promoters and motorsport governing bodies and is the choice of leading car and motorbike manufacturers. The results MICHELIN obtains in extreme conditions help to promote awareness of the quality of its tyres.
2. A Technological Laboratory for MICHELIN
Motorsport dovetails with the activities of the MICHELIN Technology Centre, the company’s other laboratory.
Motorsport enables new solutions, innovations and technologies to be evaluated in extreme conditions. MICHELIN’s active involvement in motorsport allows it not only to optimise its processes and work methods but also to carry over breakthroughs tested in racing and rallying to its road tyres, for the ultimate benefit of customers.
3. Customer Satisfaction
Through its involvement in motorsport, MICHELIN is able to work with amateur and professional competitors alike at circuits and events across the world.
MICHELIN markets high-performance tyres which meet the needs of exacting customers in a manner that is profitable for the Group. MICHELIN Motorsport also works closely with prestigious car and motorbike manufacturers to develop tyres that optimise performance in total safety.
Last but not least, MICHELIN produces a range of bespoke products for fans of vintage, classic and young-timer cars.