Michelin is revolutionizing the local tire market with the launch of its latest generation offering in the Primacy range: the Michelin Primacy 4. Developed under the concept of “safe when new, safe when worn,” it suggests both lasting safety and outstanding performance throughout its entire lifecycle. Furthermore, it also serves as a reference of silent tires that provide the ultimate driving comfort and experience.

Michael Nunag, Chief Representative of Michelin Philippines: “A tire’s grip and braking performance,  especially on wet roads, is critical to road safety in our country. Filipino consumers today choose their tires based on their characteristics when they are new. But what happens to grip and braking performance after 50,000 kilometers, or after a few years of use? In the tire industry performance tests are typically conducted on new products. Michelin is a step ahead. We want to demonstrate that our performance is maintained with mileage and time.”

Commissioning TÜV Rheinland Thailand Limited, Michelin tested new and worn Michelin Primacy 4 tires on wet roads, as well as the new and worn tires of other premium brands.


The findings were impressive: on wet roads, Michelin Primacy 4 tires can stop 2.5 meters shorter when new, and 5.1 meters shorter when worn, versus the other premium brands. Even more surprising, it was found that worn Primacy 4 tires brake 1.8 meters shorter than brand new tires of some other premium brands.

In order to achieve this level of performance, the Michelin Primacy 4 comes with two innovative technologies that took 3 years to design.

Firstly, is the EverGrip Technology, consisting of two features: a new sculpture that provides increased water evacuation space by 50 percent for wet grip as the tire wears with usage. This allows the tire to still safely grip wet roads even when worn. A new-generation rubber compound, which, by bonding rubber and silica more strongly and evenly together, provides uniform energy dissipation upon contact with the road, resulting in better grip on wet roads, even when worn.

Secondly, the 2nd-Generation Silent Rib Technology has inter-locking bands to minimize the deformation of tread blocks as the tire is rolling. This reduces the “air pumping sound” for a more silent ride, and provides better shock absorption in response to road obstacles for a more comfortable ride.


“The new Michelin Primacy 4 addresses two major pain points of consumers in our country: safety journey after journey, due to unfavorable road conditions and rain-related accidents; and on comfort, due to challenging road and traffic conditions,” Nunag said. “Sustainability of our products is Michelin’s key corporate strategy. Instead of producing tires that are easily depleted, we strive to provide tires that provide safety and true value to consumers, while respecting the environment, throughout its full life cycle,”.

The new Michelin Primacy 4 is now available in 64 sizes from 15- to 18-inches in diameter. It’s available at Michelin’s Tyreplus Center and other authorized dealers nationwide.