Although the overall UK market for motorcycle tyres was largely flat in 2016, James Dimmock says Michelin had a fantastic year – and is looking to continue this into 2017. The enthusiasm relayed by the two-wheel marketing manager for the UK, Ireland, the Nordic countries and Russia stems from the introduction of several key products, Michelin’s rider education programmes and its upcoming second season as MotoGP tyre supplier.
Michelin has suggested that 2015 could be the “year of two wheels for young drivers” after an increase in compulsory basic training applications from the under-25s and a sales uplift from bike retailers and tyre dealerships. According to the tyre manufacturer’s Stoke-based driver safety partner – Bryans Road Safety Centre with whom Michelin runs a range of on-road and off-road driver and motorcycle rider training courses – 2014 saw double-digit growth for courses from each of the key 16, 17-18 and 19-23 age groups. The increase seems particularly relevant to the latter group, which registered a 25 per cent increase.