Michelin: Winning Customers Over to Four Lives

22nd March 2010 | 0 Comments
Michelin: Winning Customers Over to Four Lives

If a retreading themed interview began with the sentence “we operate no retreading business”, than the interviewer has either turned up at the wrong appointment entirely – or is speaking with those in charge at Michelin. The focus of the French company’s commitment thus does not centre upon a marketable product or item, but on a concept – specifically, the concept that a Michelin commercial vehicle tyre has “Four Lives”. “Our concept is the most economic and most environmental on the market,” Jean-Marc Lechêne told Tyres & Accessories. The executive vice-president and chief operating officer (COO) for truck tyres in Europe is convinced that the ongoing professionalisation of truck fleets in Europe will further increase the establishment of professional (service) arrangements.

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Category: Retreading

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