Michelin targets fast-growing markets with Energy XM2

The world is becoming increasingly mobile and vehicle parcs in emerging markets are swelling through first-time car purchases. In many countries motorists travel on a road infrastructure not designed with such volumes of traffic or modern vehicle technology in mind, and for this reason products designed for Western Europe may not present the best solution there; affordable technical solutions that accommodate differing conditions are required. This certainly applies to tyres. Concurrent to the Michelin Challenge Bibendum 2011, an event described as the global summit for sustainable mobility, Michelin released a new product aimed primarily at emerging markets, the Energy XM2.

“The requirements are demanding, the obstacles are many and the risks are permanent,” Michelin elaborates in a text announcing the new tyre’s introduction. “In countries where traffic is very heavy, road networks are under construction and distances between the city and the countryside are long, drivers need not only to be very attentive – above all, they need a high-technology tyre. That’s because the difficulties they encounter every day really put tyres to the test.”

A stated priority in designing the Energy XM2 was to deliver the highest level of safety for the lowest total cost of ownership. For Michelin, delivering safety meant first and foremost improved grip and reduced breaking distances, and here the manufacturer reports success; independent dry-braking tests conducted by the Shanghai Motor Vehicle Inspection Center in 2010 comparing the Energy XM2 in size 195/65R15 with five competing brands showed the Michelin tyre to stop 1.7 metres – or four per cent – shorter than its competitors.

Robustness – both a safety and cost of ownership issue – was also addressed. As Michelin comments: “The goal is easily stated – minimise the risk of damage and blowouts due to irregularities in the road surface. The result, however, is more difficult to achieve. Nonetheless, that’s exactly what the new Michelin Energy XM2 does.” In-house testing carried out last October demonstrated the Michelin tyre to be seven per cent more robust than five competitors’ tyres. Michelin attributes the Energy XM2’s robustness to the use of its IronFlex technology, a technology inspired by the ability of bamboo to bend without breaking; as explained by the manufacturer, the use of IronFlex enhances sidewall solidity and deformability in order to improve resistance to road surface irregularities.

Last but not least, Michelin claims its tyres are designed to last longer. Tests performed by independent organisation the China Automotive Technology and Research Center in November 2010 against five competing brands of size 195/65R15 tyres showed the Energy XM2 to outlast its rivals by 20 per cent. “Thus with this new tyre range, Michelin has maintained its leadership in total mileage performance,” the tyre maker comments.

As already mentioned, developing markets were a focus when designing the Energy XM2. Upon releasing the new tyre, Michelin notes that the presence of research facilities in several continents enables its engineers to adapt products to local situations, adding that Asia plays a role in this local adaptation strategy as the company is developing its operations throughout the region, in particular in China, Thailand and Japan. The range of sizes available also reflects a priority on emerging markets; the Energy XM2 is produced in some 25 sizes for 14 to 16-inch rim fitments. “The Michelin Energy XM2 can equip a wide array of vehicles, from small models to the largest sedans,” the tyre maker comments. “Michelin’s objective is to make its advanced technologies as widely available as possible.”