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     Michelin Brand Experience Event

 Prichapakorn Dangrojana (left), Managing Director, Michelin Malaysia, Singapore and Brunei with Walter Guan, Customer Engineering Support Specialist at the Michelin Brand Experience 2023.
supportive of Michelin over the years. With the Michelin Brand Experience 2023, we showcase the two core com- ponents of our Michelin DNA - Innovation        new Michelin Pilot Sport 5 and Primacy SUV+ tyres that are designed for maxi- mum longevity and performance.
      that set us apart in the global tyre indus- try as we aim to work towards leaving minimal impact on the planet but max- imum value for our customers in every       said Dangrojana.
Despite the challenges posed by the pandemic, he added: “Michelin contin-
Michelin recently hosted a three- day Michelin Brand Experience 2023 at the Sepang International
Circuit, allowing its invited guests the op- portunity to experience the new Michelin Pilot Sport 5 and Primacy SUV+ tyres 
      - ner, Mercedes-Benz Malaysia, more than 215 members of the media, dealers as well as employees from Michelin’s network were treated to an exhilarating ‘Ride and Drive’ experience in which the new Michelin tyres were put to the test, exemplifying Michelin’s promise of ‘Per- formance Made to Last’.
The drive activities included a gymkhana session with the Pilot Sport 5 for drivers to experience the superior grip and han- dling of the tyres on tight corners and wet surfaces. There was also an on-road test drive outside of Sepang Circuit to demon- strate the ‘unparalleled’ Primacy SUV+ long-lasting comfort, along with a wet/ worn demonstration of the two new tyres to show their braking abilities against several tyres from competitor brands on a wet surface.
Other unique experiences for guests included driving around the North
22 the tyreman 2023/3
Sepang Circuit, accompanied by cer-       SIM-racing with driving simulators as part of Michelin’s initiative for all-inclu- sive mobility.
Managing Director of Michelin Malaysia, Singapore and Brunei, Prichapakorn Dangrojana, said: “We are thrilled to host       - demic as it gives us a chance to not only reconnect with our network of dealers but also the wider community that had been
ued to innovate for better, greener tech- nology in our new tyres, keeping in mind the importance of mobility that was re- stricted for so many in the last few years. While we work towards providing the best tyres in the passenger segment, we also strive to uphold our 'Share of Mobili-         - ity tyres across the vehicle segments, some of which are the Michelin Agilis 3 for the commercial light truck segment as well as the Michelin Road 6 for the two-wheel segment.”

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