Michelin is top UK automotive product Superbrand

Bridgestone, Continental Dunlop, Goodyear and Pirelli also voted as consumer Superbrands

Michelin has been awarded Consumer Superbrand status for 2015. Michelin was “category winner” in the automotive products section of the consumer list. Bridgestone, Continental Dunlop, Goodyear and Pirelli were also listed in the automotive products category. Tyre brands dominated this part of the list with satnav firm TomTom and cleaning product TurtleWax making up the numbers. The process, managed by The Centre for Brand Analysis (TCBA), questioned 2,500 UK consumers who assessed more than 1,500 brands. Consumers judged the brands on three key criteria: quality, reliability and distinction.

Stephen Cheliotis, chief executive of TCBA and chairman of the Consumer Superbrands Council said: “The UK has a highly sophisticated, competitive and fragmented market across almost all consumer sectors. Therefore, any business that engenders goodwill and enjoys a positive perception among the buying public has a huge competitive advantage. This reputational strength offers these brands a vital lead over rivals and helps them to maintain or enhance both the volume and value of products and services sold. A brand is so much more than a name and logo – it is how one is perceived based on everything one does and says. All those working for and leading the elite Superbrands can be extremely proud both of their part in building a Superbrand and also confident about their brand’s future and ongoing potential.”

David Johnson, PR manager for Michelin in the UK and Ireland, said: “Michelin is an incredibly strong brand globally, which is obviously a real advantage in the UK as well. The fact that we have been making tyres in the UK since 1927 also has an effect, as do the community and road safety projects we deliver. Almost everyone in the UK knows the Michelin Man, and the brand is associated with innovation, performance, reliability and safety. That high profile brings with it a responsibility, though, to make sure those brand associations are strengthened instead of diluted. That means we can never let up in terms of research and development and pushing the boundaries of tyre performance – we’ve seen that with the launch of our CrossClimate tyre this week. The strength of the brand is also key to delivering advantages to our dealers as well, so we try to help them harness that power to increase revenues and win new business.”

Guy Frobisher, marketing director of Continental Tyres also emphasised experience: “With over 140 years of experience, Continental has a rich heritage of developing technologies for transporting people and their goods. Superbrand status is a huge honour for Continental and embodies a business that puts safety first, winning 4 in 5 independent tyre tests across Europe. Our innovative approach has resonated well with consumers, who now see the brand visible across a range of partnerships in Football and with Continental rubber compound featuring on many soles of adidas trainers.

Superbrands is an annual initiative to identify and celebrate the UK’s strongest consumer and B2B brands in Britain. Brands do not apply or pay to be considered for Superbrand status.

Complete details are available here.