Michelin North America says US consumers are regaining confidence after a period of almost unprecedented economic challenges.
Speaking at this year’s North American International Auto Show in Detroit, where Michelin North America chairman and president Pete Selleck unveiled its new Defender tyre initiative, the manufacturer painted an upbeat picture after severe economic difficulties in the region.
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“Over the past few years, global economies have weathered an unprecedented financial storm,” he said. “Few of us could have predicted the depths of the economic crisis – all of us were affected by it.
“Americans simply travelled less – oil and gas prices sky-rocketed – US$3 gasoline became the norm. [However] all of us are emerging with a new sense of optimism about American manufacturing – the US consumer has a new confidence.
Referring to the Michelin’s new Defender as a “brand new tyre category,” Selleck insisted the product would “reinvigorate” vehicles already on US driveways.
“It [defender] has a stopping distance of 31ft shorter than our leading competitor – this represents an additional 1.5 years of driving before you have to change the tyre,” he said. “As automakers raise the bar, so do we.”
