Issue link: http://read.dmtmag.com/i/635964
DRIVERS WANT Wet Traction without compromising longevity. Brakes stop your wheels; tires stop your car. Traditionally, tires wear down and lose wet traction. PEACE OF MIND, EVOLVED. Michelin's EverGrip ™ Technology evolves over time to maintain traction and safety on wet roads. SIGNATURE TIRES: PREMIER ® A/S AND PREMIER ® LTX ® It's easy to make a tire long-lasting with a rock-hard compound, but that sacrifices comfort and safety. An uneven mix can cause microscopic clumps, which break off and accelerate wear. IT'S ALL IN THE MIX. Our meticulous mixing process creates a long-lasting compound that retains its grip. SIGNATURE TIRES: DEFENDER ® AND DEFENDER ® LTX ® M/S DRIVERS WANT Longevity without compromising wet traction and safety. The rigors of potholes, gravel and on- and off-road use can cause uneven treadwear and sidewall failure. Blanketing the tire with more rubber would help, but that sacrifices comfort and fuel efficiency. PLACEMENT, PLACEMENT, PLACEMENT. Michelin solves it by putting just the right amount of the right materials and compounds in the right places. SIGNATURE TIRE: LTX ® A/T 2 DRIVERS WANT Toughness without compromising fuel efficiency and comfort. MORE SCIENCE INSIDE MORE PERFORMANCE ON THE ROAD MORE VALUE PER MILE Drive Incremental Sales and Customer Loyalty The Michelin Promise Plan ™ is an outstanding sales tool, so we encourage you to use it. Point out to your shoppers that this purchase plan provides confidence in their choice of tires. They'll appreciate that you've made their guaranteed satisfaction such a high priority. And you can count on a sale and a customer for life. 1 Certain conditions and limitations apply. See the Michelin Owner's Manual for complete description and details. 2 Original Equipment tires are excluded. 3 Excludes DOT-approved competition tires (e.g., MICHELIN ® Pilot ® Sport Cup tires). Mileage warranties vary by tire line. See your tire retailer for more details on specific mileage warranties, including those for split fitments. 7 The Michelin Difference