GREENVILLE, S.C. (July 12, 2005) — Michelin North America Inc. will launch a 14-state multi-city tour aimed at commercial tire dealers and their customers to demonstrate its line of truck tires.
Michelin said the 22-stop tour conducted by Michelin Americas Truck Tires (MATT), Michelin Earthmover Tires and authorized Michelin dealers will be dubbed the “A Better Way Forward” tour, borrowing Group Michelin's corporate signature. The tour will consist of a tractor-trailer with graphics depicting Michelin products visiting dealer locations in the Midwest, Northeast and Southwest in the summer and fall. The tour kicks off July 18 in Millbury, Mass., and ends Oct. 14 in Evansville, Ind.
“This tour is Michelin's way of going directly to the places where our dealers and their customers are located to give them valuable information about selecting the right tires and how to properly maintain them,” said Marc Laferriere, vice president of marketing for MATT.
The trailer will include displays on Michelin's line of products plus three tent classrooms for training modules covering tire value, tire applications and tire forensics.