Michelin Malaysia unveiled the Primacy 5 Energy and Pilot Sport 5 Energy for Malaysia at its first-ever Tyreplus Conference in Petaling Jaya.
Michelin Malaysia Gathers 300 Dealers and Partners in Petaling Jaya
Michelin Malaysia brought together approximately 300 attendees across a two-day event on March 12-13, 2026, at the Petaling Jaya Performance Arts Centre, using the occasion to introduce new products and align its dealer network around the company’s strategic priorities for the year ahead.
The first day was dedicated to the broader Michelin‘s nationwide dealer network and partners, where the company outlined its direction for 2026 and revealed two new tyres for the Malaysian market, the Primacy 5 Energy and the Pilot Sports 5 Energy. Also present was WyzAuto, the only tyre marketplace, which hosted a booth at the event, as well as Dr Edwin Pang, a tyre expert and contributor to The Tyreman.
Meanwhile, the second day was reserved for the Tyreplus Conference, a gathering focused exclusively on the company’s Tyreplus certified retailer network. Brand ambassadors and sponsors set up booths to promote their products and services, with participants including Shell, Caltex, and Tayarlo, the official distributor for Michelin lifestyle products.
Hofmann Power Weight was also showcased at the event through Tayarlo’s booth, with Den Nee Lau of Wegmann Automotive, the parent company of Hofmann Power Weight, describing the convention as an “excellent opportunity to catch up with dealers across the nation and other key automotive players”.
Speaking to The Tyreman, Esther Gan, Operational Marketing Manager of Michelin Malaysia, said the two-day format was designed to address both the wider partner store network and the Tyreplus community separately, ensuring each group received messaging tailored to their role within Michelin‘s distribution ecosystem.
Roberto Ayuso, Franchise Director for East Asia and Oceania at Michelin, said the convention was the company’s first Tyreplus annual convention in Malaysia. “It was a great opportunity to review our progress in 2025 and, most importantly, align on our key priorities for 2026. Moments like this remind us that success is always the result of teamwork, trust, and shared ambition,” he noted.
