Michelin Lifestyle Launches Tyre Care Products

Groupe Michelin’s Michelin Lifestyle division has introduced what it claims are the first wheel and tyre care products on the market to be developed for and approved by a major tyre manufacturer. Michelin says it will make these products available to select retailers to sell to consumers.

Michelin said this is the first time the manufacturer has recommended the use of such products on its tyres. The 3-Step Michelin Wheel & Tire Care programme, features “environmentally responsible formulas that clean, rejuvenate and protect wheels and tyres of any brand” according to the company.

The programme includes Michelin Wheel & Tire Cleaner, Michelin 3-in-1 Tire Shine and Michelin Brake Dust Repellent, Michelin said. Michelin claims that “when used together on a regular basis, these products not only clean and protect wheels and tires but also increase time necessary between washing while making future cleanups easier.”

The products were developed and produced by Florida based Petroferm Inc., Michelin’s licensing partner. “Both Michelin and Petroferm have a passion for engineering products that set benchmarks for excellence, and the Wheel & Tire Care Program certainly meets that goal,” said Michael Little, Petroferm marketing manager for consumer products. “Together we have created a product line that delivers on the promise of the Michelin brand by using new technology to create real-world consumer benefits like acid-free and anti-corrosive cleaning power.”

“Until now, we did not recommend using these types of products because we weren’t totally comfortable about their effects on tyres or the environment,” said Chris Dawes, managing director of Michelin Lifestyle Ltd. “So we decided to develop our own products, working with Petroferm.”

Michelin said it will continue to widen its automotive accessory product offering over the coming months. Such products will include inflation and pressure monitoring, air compressors and air tools, and car mats, Michelin said.