Communication: Of price and men
Michelin is now ready to incorporate the Better Mobility mission into its products and services communication, and will reposition the brand accordingly. Surely a challenge, but considering one of its greatest allies in this process is the ‘Michelin Man’, we are not too worried. The brand’s iconic ambassador will pair devilishly good looks and irresistible charm with Michelin’s vision for better mobility. And the world will rejoice.
With Europe steadily spiralling into a recession, Michelin refuses to cut pricing to stay on top. Its price range is even above just about anyone in the field. There simply is no need for discounting quality, as Claire explains. “The challenge is to be in the best segment. We are the only brand to demonstrate the three most important qualities all at once: safety, saving energy and longevity.” As it turns out, buying Michelin tires will save you money in the long run anyway: its durable tires will last longer, cause fewer emissions and save petrol costs. No wonder the brand is used to a very high customer brand loyalty. Claire confirms: “This is really in our brand territory.”
Sustainability: We love you, tomorrow
“We have a sustainable-development policy that is fully integrated into our global strategy for plants, in the way we manufacture the tires, as well as in the process in which we ‘retire’ old ones,” explains Claire. Michelin is a fervent supporter of Producer Responsibility, and has revised and restructured its processes to minimise their impact on the environment. One of the brand’s first moves was the institution of the so-called MEF, short for Michelin sites Environmental Footprint. This environmental-performance indicator is linked to resource consumption, emissions and waste of all its production sites. Michelin strives to reduce all of these by twenty percent by 2011.
The production of its famed Green Tires, which reduce emissions and increase fuel efficiency, has skyrocketed by sixty percent since the first set hit the asphalt in 1992. This makes the brand solely responsible for the reduction of nasty effects linked to the tire industry, like tire debris, oil residue and harmful chemicals. Lastly, Michelin is the first to effectively recover end-of-life tires, and boasts an impressive ninety percent of all Michelin tires to be fully reprocessed.
Claire Dorland Clauzel
Membre du Comité Exécutif du Groupe Michelin
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