Michelin, Weather Channel promote safety

GREENVILLE, S.C. (May 22, 2015) — In recognition of National Tire Safety Week, Michelin North America Inc. and Weather Channel L.L.C. have partnered to provide motorists with critical information about the weather's impact on driving through the “S.A.F.E.R.” initiative.

Michelin experts and Weather Channel meteorologists will take advantage of the channel's  exclusive and popular "Road Ready" digital and broadcast platforms to provide drivers with tips for handling various weather conditions and other safety advice, the tire maker said.

According to Michelin, choosing the right tires and maintaining them properly helps enhance a vehicle's performance and improve road safety. The company is offering the following tips to help motorists remain S.A.F.E.R. on the road:

• Safety starts with tread depth. Drivers cross in and out of pop-up summer downpours, and insufficient tread depth results in less grip and longer stopping distances, especially on wet roads. Drivers should check tread depths before hitting the road.
• Air pressure matters. Tires don't carry the weight of a vehicle — the air pressure inside does. Underinflated tires provide less traction, reduce fuel efficiency, wear out prematurely and incur hard-to-see, irreparable damage that compromises performance and safety. Generally, tire pressure rises or falls one PSI for every 10 degrees Fahrenheit change in temperature — and motorists can see dramatic temperature swings in a single day of summer driving. Drivers should check air pressure when tires are “cold” in the morning and compare that pressure with the placard on the doorjamb before traveling.
• Four tires should match. Mixing tires of different brands, tread depths and performance categories can greatly reduce vehicle stability, Michelin said. Also, when replacing only two tires, most professionals recommend installing them on the rear in order to reduce the chance of unexpected oversteer in wet conditions.
• Ease your load. Overloading a vehicle can create excessive heat inside the tires, which can cause severe damage that leads to tire stress and failure. Drivers should follow the vehicle manufacturer's loading recommendation on the vehicle information placard on the doorjamb or in the vehicle owners' manual.
• Rain means slow down. Motorists should drive with two hands in wet weather, slow down before turning and maintain a consistent speed. Under deceleration, the front contact patches of a vehicle's tires get larger, and are better able to handle cornering forces, providing better traction.

According to Michelin, the initiative reflects both organizations' commitment to road safety in all driving conditions. As part of the program, drivers will find features on broadcast, digital and social media, including:

• Michelin tire safety expert Sarah Robinson appeared live on TWC's morning show “AMHQ” on May 22 to provide real-time tips and advice as drivers hit the road for Memorial Day weekend.
• Excerpts from TWC on-camera meteorologist and storm tracker Jim Cantore's recent visit to Michelin's test facility and track in Laurens, S.C., highlighting his experiences with safe driving scenarios such as wet braking, avoiding spinouts and the importance of tire maintenance.
• Digital assets on the "Road Ready" section of weather.com, featuring video content from "AMHQ" and Michelin's S.A.F.E.R. driving tips.
• Michelin's monthly safe driving tips broadcast on TWC.
• An on-screen “Extreme Weather Driving Challenge” quiz that tests people's knowledge of how to react to various driving scenarios.

“Educating motorists about road safety always has been a top priority for Michelin,” said Lynne Fowler, brand manager for Michelin North America. “Joining The Weather Channel allows Michelin to help drivers understand how tire safety and weather safety are connected. Tires are the only part of your vehicle that keep you connected to the road, so proper maintenance is critical for safety and performance, especially when weather conditions can change dramatically in a single day on an extended summer road trip."

National Tire Safety Week is an initiative of the Rubber Manufacturers Association that aims to educate consumers on essential tire safety practices.