According to data from the China Automobile Association, the growth of China's auto sales in 2014 will reach 8%-10%. Among them, SUV subdivided car models market, new energy car market and post-installed market are all areas of increasing concern for the industry. In 2014, Michelin , a world-renowned tire manufacturer, plans to launch several new products in the Chinese market, including innovative products for the SUV and ultra-run markets. In the next five years, Michelin’s goal is to double China’s turnover.
“Recalling Michelin's achievements in the Chinese market over the years, the most encouraging result we have is Michelin's 90% brand recognition in the Chinese market!†said Mr. Philippe Verneuil, President of Michelin (China) Investment Co., Ltd. It is difficult to hide pride when it comes to Michelin’s achievements in China.
In 2010, Michelin officially launched the "Environmental relocation and expansion project for high-performance radial tires". In January 2013, this $1.5 billion expansion project was officially put into operation, with an annual output of 12 million tires. The expanded Shenyang plant is not only Michelin's current largest production base in the world, but also the largest investment project of foreign tire manufacturers in China. In the past 25 years, Michelin's successive investments in the Chinese market totaled US$ 3 billion. In the past five years, Michelin’s original tire distribution business for passenger cars and light trucks has tripled. As of May of this year, Michelin's Chijia auto service network, which provides express service for auto maintenance, has more than 1,000 stores in China. At the same time, Michelin has provided all-round convenience for consumers. Since entering the Chinese market in 2006, Michelin has successively published 17 series of Chinese versions of travel guides.
Since 1989, Michelin has established four large-scale production bases in Shanghai and Shenyang, and has a team of 7,500 employees covering R&D, manufacturing, sales, and service. The core of deepening local development is talent. In April 2012, the Michelin Training Center officially opened in Shanghai. The training center is Michelin's largest training base in Asia, and the courses bring together a wealth of global resources.
In 2014, the innovative "Thinking and Action Think Tank" with the goal of achieving cleanliness, safety, convenience, smooth connection and economical and practical transportation - the 12th "Michelin Bibden Challenge" will return to China in November. By then, Michelin will invite users, suppliers and decision-makers in the transportation sector to find sustainable solutions for China and the world. As early as 2005, Michelin launched its first road safety campaign in China. After years of hard work, Michelin has carried out the investigation of the environmental protection level of domestic private car owners for two consecutive years, relying on its Chika network covering the entire country to fully understand the level of environmental protection of Chinese car owners and guide owners to develop good car habits.
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