Paris -- Groupe Michelin has hired large electronic billboards in four cities. The billboards are constantly updating with new energy counts representing the saving obtained through the use of Michelin-brand tyres since 1992, when Michelin first introduced the silica compound to the tyre industry.
The counters are located in Berlin, opposite the Park Inn hotel; in Times Square, New York; at the foot of the Eiffel Tower in Paris and on top of the Citi Group tower in Shanghai.
Overall, Michelin aims to raise awareness of the energy consumed by tyres and to focus attention on the credentials of the Michelin brand where consumers wish to minimise the energy consumed by their tyres.
At the event Michelin's Gerants, Michel Rollier, Didier Miraton and Jean-Dominique Senard repeated the message that Michelin aims to focus on rolling resistance in the development of new tyres. Riollier added tat the company spends, "allocates nearly 4 percent of its annual net sales to research and development." The company has previously said this figure is close to 5 percent.
The event comes just a few days after the EC closed its discussion period on proposals covering rolling resistance and noise in tyres. Michel Rollier did not mention noise in his presentation, but director of research, Phillipe Denimal speaking after the event said, "our position is to get a target of -2 dB(a) from the current legislative position, depending on the products". The EC has proposed a reduction of up to 5.5 dB (A).
A study carried out by FEHRL, the federation of road research laboratories, found the majority of existing tyres are already 3.5 dB below the levels required by existing legislation.
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press release from Michelin