Michelin made a triumphant return after a two-year hiatus caused by the Covid-19 pandemic with the highly anticipated Michelin Brand Experience 2023 at Sepang International Circuit. The three-day event provided an exclusive opportunity for participants to personally explore the cutting-edge features of the new Michelin Pilot Sport 5 and Michelin SUV+ tires.
Under the theme of ‘Performance Made to Last,’ the Michelin Brand Experience 2023 received support from Mercedes-Benz Malaysia, the official vehicle partner. Over 215 members of the media, dealers, and employees from Michelin’s extensive network were invited to partake in an exhilarating ‘Ride and Drive’ experience. This dynamic event effectively demonstrated Michelin’s commitment to delivering superior performance and durability. 
The Michelin Brand Experience 2023 offered guests a diverse range of thrilling driving activities. Participants had the opportunity to engage in a gymkhana session with the Michelin Pilot Sport 5 tires, allowing them to personally experience the exceptional grip and handling capabilities of the tires on challenging corners and wet surfaces. Additionally, an on-road test drive outside of Sepang Circuit showcased the remarkable long-lasting comfort of the Michelin Primacy SUV+ tires. A wet/worn demonstration of both the Michelin Pilot Sport 5 and Michelin Primacy SUV+ tires highlighted their impressive braking abilities when compared to competing brands on a wet surface. 
Guests were further treated to unique experiences, including driving around the North Sepang Circuit alongside certified Michelin instructors. They also had the opportunity to engage in sim-racing using advanced driving simulators, showcasing Michelin’s commitment to inclusive mobility initiatives. 
In line with their dedication to sustainable mobility, Michelin showcased innovations for the future at the event. Notably, the introduction of the Michelin Uptis (Unique Puncture-Proof Tire System), an airless tire designed specifically for passenger vehicles, exemplified the company’s ambitious goals. Michelin aims to manufacture tires using fully sustainable materials and environmentally friendly processes by 2050, demonstrating their commitment to a greener future. 
To learn more about the new MICHELIN Pilot Sport 5 and the MICHELIN Primacy SUV+ tires, visit:
