Michelin Launches 4×4 Latitude Cross
In the first week of June, Michelin held the dealer launch of its latest 4×4 tyre, the multi-purpose Latitude Cross – a tyre designed for 65 per cent road and 35 per cent off-road use. Over the course of the week, 90 dealers from around the UK and Ireland attended the event which was based at Ansty Hall Hotel near Coventry. Each day started with a presentation on where the new tyre fits into Michelin’s existing Latitude 4×4 range. After that, the dealers were given the chance to experience the new product themselves. A Land Rover Defender 110 and two Freelanders, two Toyota Hi-Lux pick-ups and two Volkswagen Touaregs were utilised to show the full range of the tyre’s on and off-road capabilities.