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Michelin's press conference at 2014 Detroit auto show

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DETROIT — In this video, Michelin North America Inc.'s Scott Clark and Tiffane Thompson explain how the Michelin Premier A/S tire with EverGrip technology fits in with the company's overall goals.

"Our goal is to be a leader in the key performances: dry grip, wet grip, rolling resistance, wear," Mr. Scott said. "Anyone who is interested in safety will be interested in EverGrip technology and the Michelin Premier A/S tire."

Because of this, the tire is not targeted at a specific demographic or a specific consumer.

Ms. Thompson said the company has been focusing on giving customers and consumers visual explanations so they can see the difference.

Mr. Clark is COO of Michelin North America's passenger and light truck tire division; Ms. Thompson is country operation marketing manager.