Kuala Lumpur, 13 April 2009 - Michelin has launched the new Primacy LC tyre a tailor-made product for Malaysia and regional markets which effectively reduces driving noise and helps save fuel bills.

Featuring the world’s leading technologies, innovative compounds, optimised tyre profile, the new Michelin Primacy LC tyre is a natural choice for demanding Asian drivers of high performance vehicles such as Lexus LC, Mercedes C Class, Nissan Teana, Toyota Camry or VW Passat. It is also the best answer for those who pursue improved levels of silence, comfort, fuel efficiency, while it delivers also the traditional core performances of Michelin products i.e. highest safety and longevity.

According to consumer surveys conducted in the major Asia Pacific countries, features such as quiet ride, fuel efficiency and driving safety are among the most decisive factors for consumers of high-performance tyres.

“With excellent test results and driver feedback, we believe that the new Michelin Primacy LC tyre will set a local industry benchmark for the high-performance tyre segment in Malaysia,” said Michelin Malaysia Sdn Bhd Managing Director Yves Pouliquen.

The Michelin Primacy LC tyre is set to become the Company’s next best seller in the country, replacing its previous generation Michelin Energy MXV8 tyre.

Asia’s high performance tyre market will keep its momentum to grow far above the average of other tyre segments, mainly driven by new car models. With the new Michelin Primacy LC tyre, the Company expects to increase its market share in high performance tyre segment in Asia Pacific to 17 per cent in five years, versus around 14 per cent today.

Reducing fuel consumption makes sense if the gains are made without compromising the tyre’s safety performance, its tread life and silence performance. The new Michelin Primacy LC is the tyre capable of delivering outstanding performance in all these areas. Simultaneously it reduces the amount of energy consumed, it lasts longer and shortens the distance needed to bring the vehicle to a halt, with a lower level of noise.