PARIS (Nov. 16, 2001)—Group Michelin has introduced a Michelin-branded range of snow chains in Europe, marking the first launch of a licensed product range under a program announced in mid-2000.
Michelin is positioning the chains at the premium end of the range, touting the product's “new technology and innovation” designed to enhance performance and ease fitment. The company will distribute the snow chains to car dealers, car accessory outlets, independent specialists and tire specialists throughout Europe, starting this winter with Belgium, France, Italy, The Netherlands, Poland, Scandinavia, Slovenia, Spain, and Switzerland.
Wider distribution will follow in 2002 and 2003. Michelin did not identify the manufacturer of the chains. Michelin's licensing program is aimed at three categories: transport-related products; sport and leisure; and home, travel and personal accessories.