Technical Focus: A Better Way Forward in Turkey

By Michelin Sport
August 17 2005

For Michelin, just as it is for more than 250 French companies (including Renault, Carrefour, Danone, etc.), Turkey is a priority market and Pierre Desmaret, Michelin's General Manager for Africa and the Middle East,

says that the tyre giant is likely to commit significant resources there in terms of both investment and staff over the coming years. Meanwhile, it's in Turkey that the firm launched its new slogan 'Michelin, a better way forward'.

This year, Turkey will host a round of all the major motor sport disciplines in which Michelin is involved. In addition to the WRC and the Rally of Turkey, a Formula 1 Grand Prix will take place in Istanbul in August, the new FIA World Touring Car and FIA GT championships will visit the country in September, MotoGP action is scheduled for the end of October, while the Le Mans Endurance Series will wrap up the season at the beginning of November. And late-June will see the fourth round of the 2005 Cross Country Rally World Cup, the Rallye d’Orient, kick off its west-east traverse of the country from the shores of the Bosporus.

For many decades, Michelin has relied on a shrewd blend of passion and common sense to underpin its motorsport activities.

A commitment to safety in the design, manufacture and utilisation of competition tyres has always been a Michelin trademark - as has the spirit of fruitful co-operation that exists between the company and its partner teams.

Frédéric Henry Biabaud, Michelin’s Deputy Motorsport Director, outlines the company’s competition philosophy.

Michelin is the world’s number one tyre manufacturer. Why is the company involved in motorsport?

"We are committed for several fundamental reasons. For one thing, we want to strengthen our relationship with manufacturers all over the world by playing a part in their motorsport successes. This has always encouraged us to support our partners in competition. We are also passionately committed to winning - and not just taking part - in cutting-edge, high-tech categories and events such as Formula One, the World Rally Championship, top-level motorcycle racing, the Dakar Rally and the Le Mans 24 Hours. All these things enjoy worldwide media exposure and there could be no finer endorsement of our participation than to see Michelin drivers or riders appearing on the top step of a podium.." How does this involvement enhance Michelin’s image?

"Positive brand values are established in several different ways - from providing a sound commercial structure and high standards of service to the quality and reliability of your products, not forgetting the reputation you can build through research and investment."

"It is worth pointing out that the kind of positive feedback generated in motorsport cannot be achieved through any other means - not even a conventional advertising campaign, no matter how effective it might be."

"Motorsport highlights various strengths - including reliability and credibility - and news of good results filters through to the general public very swiftly. It’s a good conduit. All market surveys indicate that investment in motorsport is justified when it comes to enhancing brand image." How does Michelin establish its sporting partnerships?

"It is abundantly obvious that a long-term motorsport contract with a manufacturer opens the doors to a number of opportunities, both commercially and in terms of technological collaboration. Constant dialogue with car manufacturers has allowed us to identify mutually beneficial market sectors we can target in future. Michelin’s ability to produce competitive tyres every weekend is a hallmark of credibility. Today, one can say that the involvement we have with world-class manufacturers in motorsport adds to that credibility and gives us the potential to forge strong commercial relationships."