Michelin has introduced its new-generation MICHELIN Primacy 5 tyre to the South African market.
At the launch on Thursday, the tyre maker described it as a new generation designed to meet the everyday needs of drivers who value long-lasting safety, refined comfort, and environmental responsibility.
“From school runs to work commutes,” it explained, “the roads South Africans travel every day demand tyres that are not only dependable but also help make each journey smoother and safer. The MICHELIN Primacy 5 answers that call with a focus on real-world performance, helping drivers navigate everything from sudden downpours to long-distance drives with ease.”
Speaking at the launch, Amaury Vadon, Managing Director and Vice President for Michelin Sub-Saharan Africa stressed that his company know that motorists today want tyres that last longer and help reduce their environmental impact, which is exactly what, according to him, the Primacy 5 delivers.
“We’re excited to have brought the MICHELIN Primacy 5 to South Africa,” he noted, adding, “This tyre is all about giving drivers more – more mileage, more safety, and more comfort – without sacrificing performance or sustainability. Whether you’re driving a petrol, diesel, hybrid, or electric vehicle, this tyre is designed to keep you safe and comfortable on every journey.”
Engineered for hatchbacks, sedans, crossovers, and SUVs, the MICHELIN Primacy 5 is compatible with a wide range of vehicles, including traditional combustion engines and newer electric or hybrid models. Its upgraded tread design and deeper grooves improve water dispersion, reducing the risk of aquaplaning. In fact, braking performance on wet roads is improved by 4% compared to its predecessor.
Inside the cabin, the benefits are just as clear. Advanced noise-reduction features and Michelin’s Silent Rib Gen-3 technology reduce vibrations and road noise – key factors for enhancing comfort, especially in electric vehicles where cabin quietness matters more.
Durability is a key concern for South African motorists who often face varied driving conditions and long travel distances. The MICHELIN Primacy 5 extends tyre lifespan by up to 18%, translating to approximately 7,000 additional kilometres of travel. That means fewer replacements and better value over time.
This latest invention reflects Michelin’s commitment to sustainability through design improvements that lower rolling resistance by 5% and reduces the tyre’s overall environmental impact by 6%, according to life cycle assessments. These changes help drivers reduce fuel consumption and emissions,supporting South Africa’s broader shift towards more environmentally responsible mobility and energy use.
Michelin is building a world-leading manufacturer of life-changing composites and experiences.
Pioneering engineered materials for more than 130 years, Michelin is uniquely positioned to make decisive contributions to human progress and to a more sustainable world.
Drawing on its deep know-how in polymer composites, Michelin is constantly innovating to manufacture high-quality tires and components for critical applications in demanding fields as varied as mobility, construction, aeronautics, low-carbon energies, and healthcare.
The care placed in its products and deep customer knowledge inspire Michelin to offer the finest experiences. This spans from providing data- and AI-based connected solutions for professional fleets to recommending outstanding restaurants and hotels curated by the MICHELIN Guide.
Headquartered in Clermont-Ferrand, France, Michelin is present in 175 countries and employs 129,800 people.
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