Clermont-Ferrand, France – Michelin is acquiring 100% ownership of French online tire sales and fitting business Allopneus SAS, the tire maker announced 25 Aug.
Michelin had invested in 40% of the shares of the online retailer in 2015 but said with the full acquisition it was consolidating its e-commerce presence in France.
The French group said that the development of e-commerce was one of its "structural trends."
As a result, it intended to develop its knowledge of customer behaviour and the purchasing process, in order to offer “the best possible experience, from online information seeking, right up to tire fitting.”
According to Michelin, seeking information online has become an essential step for two out of three motorists in the weeks preceding the purchase of new tires.
"Today, 15% of these people complete their purchase online – a trend which is expected to strengthen in the years ahead," it said.
Founded in 2004 in Aix-en-Provence, Allopneus currently accounts for 40% of the French online tire sales market to private individuals.
It employs 292 people, works with 6,000 partner fitting centers and has a logistics center in Valence.
The company sells 3.6 million touring tires and receives approximately 27 million visits to its website per year.
The transaction is subject to approval from the French Competition Authority.