Fo c u s o n Tyre IM PorTs - SA TREADS

6 • One-on-One
Michelin standard operating procedures which are set globally - with the
first one in Villiersdorp, scheduled to open on 14 June.
drivers will be sent to the location requested where one driver will drive
home the car of the BibAssist member.
Our value proposal for these selected dealers is to assist them in
boosting profit margins via a strong emphasis on health and safety
issues, a dedicated product range (Kormoran), plus a mobile service
vehicle flaunting the Michelin corporate identity.
And later this year we are launching the new 750R16 HD (heavy duty)
tyre that again, has been expressly designed for our unique road
conditions, to service the light truck and delivery van segment of the
market.
This exciting new development is a culmination of Michelin’s Commercial
Policy. Unlike the passenger market which depends on regular brand
awareness, product warranties and the like, the commercial segment
requires a great deal more effort and attention. And unlike the 7.4
million odd motorists who we are unlikely to ever meet, the commercial
market offers the opportunity for greater interaction with our end-users,
something we want to capitalise on.
Dedicated Michelin service teams and vehicles to render assistance to
A and B transport fleets have been established, their aim being to travel
around the country, providing a weekend service when the majority of
vehicles are on site.
Aside from providing maintenance and technical assistance, their role is
also to educate the customer on how to derive a favourable CPK out of
our tyres, by following the Michelin principles that include maximising
the life of the original tyre, regrooving and retreading with Recamic
tread.
That some fleets are achieving a mileage of one million kilometres is
testament that Michelin’s cradle-to-grave philosophy works, if followed
correctly. That is our value proposition.
Are you planning to launch any new products this year?
In January of this year we introduced the new XWorks tyre, designed
specifically for tough road conditions such as construction sites. The
new tyre, which has been developed expressly for emerging markets,
comes with a six-month Accidental Damage Guarantee, such is our
confidence in the XWorks.
Rumour has it that Michelin will also be moving premises this year?
That is correct. In December 2013, we will be moving to Clear Water
Office Park, Atlas Road, in Boksburg. We have outgrown our present
premises and as our lease expires in February 2014, this will be the
perfect time to engineer a move of this kind.
Added to this, our warehouse in Alrode is also becoming cramped and
we are looking to expand on that level as well. If all goes well, we hope
to build our own warehouse premises designed according to Michelin
global specifications.
How do you see Michelin SA fitting into the global picture for the
Michelin Group?
Between the years 2010-2015, the Michelin Group has committed to
a capital expenditure spend of 2billion Euros a year, monies that will
be used to increase capacity by way of a new passenger and light
truck plant in Brazil, followed by the establishment of the biggest truck
plant Michelin has ever built in Chennai, India. Expansion is also being
planned for the Lexington plant in the USA to boost earthmover tyre
production. In total, by the year 2015, Michelin hopes to invest in the
region of 1.8 and 2.2 billion Euros in capital expenditure.
Suffice it to say the Michelin Group, which includes the South African
facility, is financially strong and ready for the future.
At the end of April we launched the Michelin Primacy 3 tyre, Safety to
the Power of 3 which delivers excellence in wet and dry braking as well
as excellence in cornering in the wet. The Michelin Primacy 3 comes
with BibAssist which comprises Roadside Assistance, (assistance in the
event of a flat tyre, mechanical breakdown etc.), Michelin Concierge
Service (your very own personal assistant that can assist with finding
any product or service at a location convenient to the member), and
DriveMe, which is a personalised driver service for people wishing to go
out and enjoy a few drinks and return home safely. A vehicle with two