Michelin Canada Hosts Driving Experience to Showcase Tires

Michelin Canada Hosts Driving Experience to Showcase Tires
Participants at Michelin Canada’s driving experience event had the opportunity to test out the company’s tires that were fitted onto exotic vehicles. (Photo: Michelin)

Michelin Canada recently announced that it held a unique driving experience event from May 28 to 30 at the ICAR Motorsports Complex in Mirabel, Quebec.

The company invited around 200 dealers, retailers and distributors from across the country to showcase a wide array of passenger, light truck and ultra-high-performance tires. Participants at the event were given the chance to test the tires on some exotic vehicles, allowing them to feel the tires directly from the driver’s seat.

“This event is really about providing the front-line vendor with a first-hand driving opportunity to subjectively experience a range of Michelin tires. We also have experts here to share insights on the advanced technologies that make tires like the Michelin Premier A/S, Pilot Sport Cup 2, Pilot Sport 4 S and Defender LTX M/S such unique, value-added products for drivers depending on their particular needs,” said Sabrina Garofalo, Marketing Manager for Michelin Canada.

Michelin arranged a special treat for participates who attended the event on May 29. Canadian driver Jesse Lazare who belongs to the McLaren Motorsports In Action (MIA) team No. 69 that races in the IMSA series Michelin Pilot Challenge came in during the lunch break to share his personal experience of using Michelin tires. According to the company, his account of how Michelin race slicks offer a grip that helps drive performance, had quite an impact on the listeners. Located in Ste Eustache, Quebec, the MIA shop is known for high-end mechanics and specializes in designing and building race cars from start to finish. Attendees had the opportunity to take a look at some of the shop’s prestige McLarens, including a model that Lazare races, that were brought in by the shop’s owner.

In a release by the company, Michelin states that its focus on innovation along with its experience makes it the technical partner of choice for many top manufacturers and independent teams in motorsports. Showcased at the drive experience, its Pilot Sport Cup 2 has been a popular choice in ultra-high-performance tires category for legal street races. According to the company, its Pilot Sport 4S is also well known, having ranked first in dry lap time, first in dry braking, first in wet lap time and first in wet braking. At the event, both Michelin Premier A/S passenger tires and Defender LTX M/S light truck tires were also tested. The focus for these products was on the importance of their long-lasting performance especially relevant for everyday use.

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