Michelin Announces New Accreditation Programme

Michelin has announced the creation of a new UK/Ireland car tyre dealer accreditation programme. The scheme is designed to help consumers find good tyre distributors where they can expect excellent service. The new programme will be wholly funded by Michelin and managed by an independent company.

In order to achieve accreditation individual tyre outlets will be asked to meet minimum requirements in the services and facilities they provide, the cleanliness of the centre and the quality of the staff and operational procedures. This will be audited annually by anonymous professional shoppers and by an on-site technical inspection.

For Michelin, the programme is all about making more “happy customers” and trying to reduce the number of consumers who see tyres as a distress purchase, while safeguarding everybody from less-than professional tyre fitters. “We want consumers to decide based on service,” explains, programme development manager, Jonathan Brett adding, “Any interested dealers can get involved.”

According to Michelin, the decision to set up the scheme follows extensive market research amongst consumers, and consultation with a panel representing tyre distributors across the UK and Republic of Ireland.

Commenting on the new programme, Alain Berne, commercial director responsible for Michelin car tyre sales in the UK, stated: “This programme is for the benefit of the consumer. However, we believe that those tyre distributors that achieve the necessary standard will benefit from improved consumer confidence, and carrying the ‘Michelin Accredited’ logo will differentiate them from their local competitors.”

Michelin says that it aims is to have between 50 and 100 accredited dealers in the first year, and extensive coverage of the UK and the Republic of Ireland within five years.