Michelin consumer campaign to boost Uniroyal brand, tiger population

GREENVILLE, S.C. — As part of a campaign to reinvigorate the Uniroyal tire brand, Michelin North America Inc. has partnered with the World Wildlife Fund program that aims to double the number of tigers in the wild by 2022.

On behalf of its Uniroyal brand — and its Tiger Paw line of tires — Michelin said it has committed at least $150,000 annually to the World Wildlife Fund for the next five years and is inviting dealers and consumers to participate in the program as well.

During October, consumers who buy four passenger car or light truck Uniroyal tires at participating U.S. dealerships will be eligible for a $40 mail-in rebate and will receive a co-branded "Save the Tiger" kit, which includes a plush tiger toy, a car decal, a species card and a "save the tigers" reusable tote bag.

For every Uniroyal tire rebate redeemed during the promotional period, Michelin will donate $20 to the World Wildlife Fund's TX2 initiative. There is no set limit on the contributions.

World Wildlife Fund estimates there are as few at 3,900 tigers left in the wild. Contributions will support World Wildlife Fund's Tx2 initiative, which includes efforts across the 13 countries that host wild tiger populations and has a goal of doubling the dwindling count of wild tigers by reducing poaching, habitat loss and illegal trade in tiger parts.

The Uniroyal campaign follows two product launches earlier this year — the ultra-high-performance Uniroyal Tiger Paw GTZ All-Season 2 and the all-terrain Uniroyal Laredo AWT 3 — and is part of an ongoing effort to strengthen Uniroyal's market position, the company said, in response to tire dealer feedback.

"This collaboration with World Wildlife Fund is an important investment in global conservation by the Uniroyal brand as a key component of Michelin's portfolio of brands," said Yahn Heurlin, vice president of marketing for Michelin North America.

"We are inviting dealers and consumers to join us and support World Wildlife Fund in the preservation of wild tigers."

More information on Uniroyal's World Wildlife Fund partnership and promotion is available at uniroyaltires.com.