Issue link: https://read.dmtmag.com/i/62348
10 I Introduction Selling MICHELIN® GREEN X® More and more consumers are demanding that the products they buy reflect their own environmental concerns. They want to do business with companies that make green practices an integral part of their operations. The MICHELIN® GREEN X® marking included on many of our tires is a visible indication of our commitment to a green planet. More than 50% of consumers engage in some level of green behavior. Reduce rolling resistance and you increase fuel efficiency for lower environmental impact. • What's rolling resistance? Every time a tire rotates, its shape conforms to the road surface and forms the contact patch releasing energy in the form of heat. The result is rolling resistance. It can also be described as the energy required to turn the tire. The greater the rolling resistance, the harder the engine has to work. • Tire rolling resistance is responsible for the consumption of as much as one gallon in five for cars and one gallon in three for trucks. Just a 10% reduction in rolling resistance can reduce fuel costs by 1% – 2% in most vehicles. • The MICHELIN® Energy™ Saver A/S tire carries the MICHELIN® GREEN X® marking and can help reduce CO2 emissions by 1,900 pounds over the life of the tire — that's the equivalent of planting 40 trees! In all, more than 250 SKUs in 18 tire lines carry the MICHELIN® GREEN X® marking. Energy dissipation due to tire deformation Direction of rotation Key MICHELIN GREEN X Tire Lines Include: ® ® Energy™ Saver A/S DEFENDER™ HydroEdge ® Primacy™ MXM4® Primacy™ MXV4® LTX® M/S2 Latitude® Tour