Michelin launches #FirstCarMoment campaign
GREENVILLE, S.C. (July 19, 2015) — Michelin North America Inc. is launching a driver safety initiative that ties in with the nostalgia of getting keys to a car for the first time. The #FirstCarMoment was inspired by a survey commissioned by Michelin that found four out of five Americans can detail information about the make or model of their first car, but only one in five (21 percent) can remember details about the types of tires.
The #FirstCarMoment campaign encourages consumers to share stories about their #FirstCarMoment and learn more about the importance of tire safety. The campaign is an extension of the company's larger effort increase awareness of road safety.
“As a tire manufacturer focused on road safety for over 125 years, we feel we have an obligation to remind drivers that whether or not their first — or current — vehicle is in the best condition, their tires should be,” said Pierre Barrard, director of marketing, Michelin North America. “Ultimately, we want to reinforce that what matters most is the safety of the driver, their car and its tires.”
While tire safety is critical to consider all year long, Michelin said the summer is a significant time to remind people of its importance. The period between Memorial Day and Labor Day marks the 100 Deadliest Days for teen drivers, based on accident data from the National Highway Traffic Safety Administration and National Safety Council.
Michelin's survey additional findings included:
- More than half of Americans (58 percent) got their first car before age 18.
- While half (57 percent) purchased their first car themselves, more than one-third (39 percent) received it from someone else (either as a gift specifically purchased for them or as a hand-me-down).
- When thinking about their first car, one-third of Americans (33 percent) were not familiar with how to maintain tire tread, and only half (53 percent) kept a tire pressure gauge in the glove box.
Accidents due to improper tire maintenance are preventable and simple steps can save lives. Michelin details checking tire pressure and how to properly check tread depth because they are easy tasks that can help drivers correctly maintain their tires and contribute to overall vehicle safety.
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