RANCHO MIRAGE, Calif. (Jan. 31, 2017) — Group Michelin's worldwide launch of the Pilot Sport 4S ultra-high-performance summer tire Jan. 16-18 was more like a Hollywood premier than the typical tire introduction.
Yes, there were the usual driving opportunities to test the new product on the road and on the track at The Thermal Club, a private racing club near Rancho Mirage.
But sandwiched in between were two outdoor cocktail receptions under the Coachella Valley twilight, music from award-winning musicians and two gourmet meals, prepared by Michael Tusk, chef of three-star Michelin-rated restaurant Quince in San Francisco — meals that would be worthy of comment in the French tire maker's celebrated Michelin travel and restaurant guides.
- This story appeared in the Jan. 30 print edition of Tire Business
The company even invited some star power to the event, including actor Keanu Reeves and two Jenner brothers, Brody and Brandon, In a way, the launch was like a coming-out party for the Pilot Sport 4S, which succeeds the Pilot Super Sport, a product Michelin described as the industry-recognized "leading ultra-high-performance tire for original equipment and replacement applications."