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Mr. Edouard Michelin tragic loss

The fourth-generation leader of French tire company Michelin SA ,Mr. Edouard Michelin 43-year-old, has passed away last June in a tragic boating accident Edouard Michelin. This was considered a big loss for the family as well as the industry.

Why settle for no. 2 ?

Mantrac and Michelin joined forces and carried out an aggressive marketing campaign to re-establish Michelin’s leading position in the Egyptian market. They finally settled on a creative concept that focused on the factors that distinguish Michelin tire as a first class product such as durability, safety and top control. The aggressive campaign theme “Why settle for no. 2?” which helped positioning the Michelin brand and products as No. 1 was conveyed to the target audience through a carefully designed media plan that included press advertisements & editorials, outdoor billboards and radio spots on the most popular radio channels.


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 Profile


Mantrac is the sole authorized Michelin tires dealer in Egypt. We provide the full range of Michelin passenger cars tires, heavy and light trucks tires, earthmovers tires and Industrial tires. Michelin is classified world no. 1 tire , it has the best durability on Egyptian roads, as it is initially designed to function on bumpy roads and in hot countries through the high-quality materials that work on reducing the heat triggered by tire-ground friction, moreover, it offers the fastest response to braking on wet roads, due to it’s  perfected tread and manufacturing materials—both of which work on adhering the tire to the ground. It has the highest resistance to punctures and explosions, by virtue of it’s components and production technology. More than 200 components are utilized in tire manufacture like natural and artificial rubber, carbon, and iron—all of which contribute to enhancing the firmness of the wheels while maintaining the necessary flexibility on the road to provide comfort and quietness. Michelin tires endow the car with a top-notch, well-balanced reaction system especially in cases of potholes or speed bumps. Michelin tires are subjected to diverse tests under the toughest operation conditions.

 

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