Assign Value Not Cost When Buying Tires : Michelin

Disclosure: Michelin invited me as its guest to a track day outside of Greenville, SC. A set of Premier A/S tires was provided for giveaway courtesy of Michelin. Regardless, all opinions and experiences are 100% my own.

There is no doubt that if you own a car, you will one day need to purchase new tires for that vehicle. But, how much thought do most people actually put into buying new tires? Typically, we notice the price of a tire, flinch, and ask for something a little less. According to Sarah Robinson, Technical Marking Manager with Michelin, we should “assign value not cost” when it comes to tires. After taking a  test run and actually feeling the difference for myself, this makes total sense!

Michelin Man and Me

Michelin

For me, I know that I often carry precious cargo anywhere I go. That does not mean goods… it means my children. My family. I want to know they are as safe as I can possibly keep them while on the road. I make sure they are buckled up, in car seats, and comfortable each time we get in the car. Therefore, it only makes sense that I do my best to protect them by choosing safe options for the car as well.

Michelin Mission Statement: Dedicated to the improvement of sustainable mobility, Michelin designs, manufactures and sells tires for every type of vehicle, including airplanes, automobiles, bicycles, earthmovers, farm equipment, heavy-duty trucks and motorcycles.

Not only is the company dedicated to the aforementioned, but that also have 5 core values that keep them striving for excellence in their field. Michelin believes in respect for their people, shareholders, customers, the facts, and environment. Each of these values are present in their continued efforts to improve their products and make them even safer on the roads.

BWM test track

MICHELIN® Premier® A/S Tire

This passion has led to the launch of the MICHELIN® Premier® A/S tire this month across North America. Just unveiled earlier this year at the North American International Auto Show in Detroit, the MICHELIN® Premier® A/S tire with EverGrip™ features an evolving tread design and high-traction rubber compound to deliver exceptional levels of wet grip providing enhanced safety even as the tires wear down. This new technology, even when worn, still stops in a shorter distance on wet roads than brand new tires of its leading competitors. I know this because I tested them myself at Laurens Proving Grounds in South Carolina.

Toyota Sienna Michelin

What makes them safer?

The Michelin Premier A/S tire provides a combination of hidden grooves in the shoulder that emerge as the tire wears down, expanding rain grooves around the center that widen over time to continue to evacuate water and a unique rubber compound that continues to deliver enhanced wet grip performance.

Michelin tire comparison

The EverGrip Technology uses 3 elements to provide this traction over time:

  1. High-traction Rubber Compound:Michelin Premier A/S tire with EverGrip features a proprietary rubber compound with extreme amounts of silica and sunflower oil. The silica provides the bonding strength and adherence to keep the treads on the road for exceptional traction in wet conditions. The sunflower oil allows the tire to grip on wet roads at lower temperatures. These ingredients are mixed through an exacting process that ensures a consistent material contacting the road both when new and worn.
  2. Expanding Rain Grooves: In most tires, as the rain grooves lose depth, the amount of water they can funnel away from the tire is diminished. Michelin Premier A/S with EverGrip has rain grooves positioned around the circumference of the tire with a unique geometric shape that gets wider as the tread wears. This helps maintain the amount of water that the tire can channel away even as these rain grooves lose depth.
  3. Emerging Grooves: Initially hidden when the tire is new, MichelinPremier A/S with EverGrip has another set of grooves along the tire’s shoulder that emerge as the tire becomes worn. More than 150 hidden grooves emerge to provide additional help in channeling water away and maintaining wet traction as miles are logged.

This all transfers over to better traction control on wet surfaces, as well as on dry roads. Basically, it means safer tires for you and your family.

Michelin wet braking results

New Tires in Front or Rear?

One more question for you. When you get new tires, do you typically buy all 4 new? Or just 2? Well, most people just buy 2 at a time. Although, you should actually buy all 4 tires new together and rotate them on a regular basis, but let’s say you just buy those two. Do you put them on the front or back of your vehicle? Take a look at what happens if you make the wrong choice:

Yeah. That was me spinning out on a wet road because the new tires were on the front of the car, not the rear. Let’s just say that you should put the new tires on the rear. This will give you better stability in the back of the car and allow you to feel the car hydroplaning in the steering wheel. If the new tires are on the front, you have no way of knowing when the tires have lost traction and you spin out, like I did above, before you know what is happening. So, choose smart and stay safe out there!

 

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