Skip to main content
Sister Publication Links
  • Rubber News
  • European Rubber Journal
Subscribe
  • Login
  • Register
  • Subscribe
  • Current Issue
  • Mid-Year Report
  • ADAS
  • News
    • OPINION
    • BUSINESS/FINANCIAL
    • COMMERCIAL TIRE
    • GOVERNMENT & LAW
    • Humanitarian Award
    • RETAIL TIRES
    • SERVICE ZONE
    • TIRE MAKERS
    • Best Places to Work
    • RUSSIA WAR IN UKRAINE
  • Data
    • DATA STORE
  • Custom
    • SPONSORED CONTENT
  • Resources
    • Events
    • DIRECTORY
    • CLASSIFIEDS
    • SHOP FLOOR
    • AWARDS
    • ASK THE EXPERT
    • LIVESTREAMS
    • WEBINARS
    • SEMA LIVESTREAMS
    • RUBBER NEWS EVENTS
    • BALANCING
    • DEMOUNTING
    • SAFETY
    • TIRE REPAIR
    • TPMS
    • TRAINING
    • VEHICLE LIFTING
    • WHEEL TORQUE
    • Best Places to Work
  • ADVERTISE
  • DIGITAL EDITION
MENU
Breadcrumb
  1. Home
  2. News
April 14, 2005 02:00 AM

Michelin talks tires in drivers' ed classes

  • Tweet
  • Share
  • Share
  • Email
  • More
    Print

    GREENVILLE, S.C. (April 14, 2005) — Michelin North America Inc. aims to improve driver safety in the U.S. with a new marketing program targeted at high school drivers' education teachers and offered through its Alliance tire dealer network.

    Starting in late April, the tire maker will provide Alliance dealers with a tire maintenance education module and instructions on how to implement the program in their local markets. Michelin has dubbed the program T.I.R.E.S., which stands for Training Instructional Resources for Enhancing Safety.

    “It's an A-to-Z information kit of what should be communicated to young drivers about tire safety,” said John Soule, Michelin brand light truck tire category manager. “Our intent is to give Alliance dealers the tools they can use to go to drivers' education teachers, and schools and drivers' education program coordinators.”

    The program is a “win-win for tire dealers to be involved, and you're educating people about tire safety,” said tire dealer Olin Mott, founder of Olin Mott Tire Co. in Tampa, Fla. Drivers' education classes, he added, talk about driving but don't talk much about tires.

    Michelin modeled its drivers' education program after the one Mr. Mott and his son Rick established several years ago in school districts in their local Hillsborough County.

    “I know it pays off,” Mr. Mott said about coordinating with drivers' education programs and teaching young people about the importance of tires. “No. 1, the kids go home and talk to their parents about it, and the teachers become a salesman for you at no cost.”

    In addition, by working with students, “you're looking at the future to sell them tires,” he said.

    “I'm excited about it,” Mr. Mott said of the program. “I feel everyone can use more information about tires and tire safety.”

    In developing its program, Michelin determined that “drivers' education programs nationwide don't have enough information about tires and the role they play in the safety of our own children,” Mr. Soule said.

    Michelin will provide the education modules to dealers, then it will be up to them to contact their local schools and pitch the program, he explained.

    The kit includes a video covering topics such as the importance of placing two new tires on the rear axle, the effect of low tire pressure on vehicle handling, what to do in the event of a blowout and how to reduce the chance of hydroplaning.

    It also comes with a tire cross section that drivers' education teachers can use to explain how tires are more than round and black with air—but instead are highly technical products that must be maintained, Mr. Soule said.

    The kit also provides a step-by-step presentation, in both hard copy and electronic formats, to guide drivers' education teachers in presenting the information.

    This way “we get a consistent message,” he said.

    Development of the tire maintenance education module is an outgrowth of Group Michelin's focus on corporate responsibility.

    “Our global mission is to contribute to the progress of mobility of people and goods by facilitating the freedom, safety, efficiency and enjoyment of travel,” Mr. Soule said.

    For many years, the general consensus concerning mobility was the more the better, he said. “But the world has reached a point where more is not necessarily better. So Michelin is now focused on ways of improving mobility by considering how it affects the environment and impacts safety.”

    The Greenville-based tire maker is rolling out the drivers' education program in the U.S. first. Based on its acceptance, the company said it may extend the program to its Alliance dealers in Canada and Mexico.

    Letter
    to the
    Editor

    Do you have an opinion about this story? Do you have some thoughts you'd like to share with our readers? Tire Business would love to hear from you. Email your letter to Editor Don Detore at [email protected].

    Most Popular
    1
    Average executive salaries found in Tire Talent report
    2
    Discount Tire installs RoboTire at Arizona store
    3
    Conti rolls out new taglines for Conti, General brands
    4
    UPDATED: Goodyear to close 'redundant' Cooper tire warehouses
    5
    Trail Tire growing brand in Western Canada
    SIGN UP FOR NEWSLETTERS
    EMAIL ADDRESS

    Please enter a valid email address.

    Please enter your email address.

    Please verify captcha.

    Please select at least one newsletter to subscribe.

    Newsletter Center

    Staying current is easy with Tire Business delivered straight to your inbox.

    SUBSCRIBE TODAY

    Subscribe to Tire Business

    SUBSCRIBE
    Connect with Us
    • Facebook
    • LinkedIn
    • Twitter
    • RSS

    Our Mission

    Tire Business is an award-winning publication dedicated to providing the latest news, data and insights into the tire and automotive service industries.

    Reader Services
    • Staff
    • About Us
    • Site Map
    • Industry Sites
    • Order Reprints
    • Customer Service: 877-320-1716
    Partner Sites
    • Rubber News
    • European Rubber Journal
    • Automotive News
    • Plastics News
    • Urethanes Technology
    RESOURCES
    • Advertise
    • Privacy Policy
    • Privacy Request
    • Terms of Service
    • Media Guide
    • Editorial Calendar
    • Classified Rates
    • Digital Edition
    • Careers
    • Ad Choices Ad Choices
    Copyright © 1996-2022. Crain Communications, Inc. All Rights Reserved.
    • Mid-Year Report
    • ADAS
    • News
      • OPINION
      • BUSINESS/FINANCIAL
      • COMMERCIAL TIRE
      • GOVERNMENT & LAW
      • Humanitarian Award
      • RETAIL TIRES
      • SERVICE ZONE
      • TIRE MAKERS
      • Best Places to Work
      • RUSSIA WAR IN UKRAINE
    • Data
      • DATA STORE
    • Custom
      • SPONSORED CONTENT
    • Resources
      • Events
        • ASK THE EXPERT
        • LIVESTREAMS
        • WEBINARS
        • SEMA LIVESTREAMS
        • RUBBER NEWS EVENTS
      • DIRECTORY
      • CLASSIFIEDS
      • SHOP FLOOR
        • BALANCING
        • DEMOUNTING
        • SAFETY
        • TIRE REPAIR
        • TPMS
        • TRAINING
        • VEHICLE LIFTING
        • WHEEL TORQUE
      • AWARDS
        • Best Places to Work
    • ADVERTISE
    • DIGITAL EDITION