The re-entry of Michelin to MotoGP has produced a ‘sales spin-off’ for the French tyre giant.
James Dimmock, Michelin marketing manager, said: “MotoGP is a fantastic enabler for us – it drives technology at an amazing rate and pushes us to be our best. The prime example of this is our new Power RS that brings rubber compounds developed directly related from racing – we’ve already seen an uplift in hyper sport sales in the UK in 2017 and we know that is due to a technically-motivated audience looking at the latest performances in the MotoGP and trying to get that edge for their own bike.”
Guildford Tyre Company manager Matt Sunderland explained that for his business the return to MotoGP has “served to reinforce Michelin’s position as a market leader in motorcycle tyres”. “Many customers already head straight to Michelin when choosing sport touring tyres and it now seems they are more aware of the brand’s racing expertise – particularly since the launch of its new Power RS tyre.
“With its second season in MotoGP kicking off, it seems Michelin’s MotoGP story can only mean positive news for its British dealers.”