May 28 to 30, Michelin Canada invited nearly 200 dealers, retailers and distributors from across the country to a unique driving experience at the ICAR Motorsports Complex in Mirabel, Quebec to showcase a range of passenger, light truck and ultra-high performance tires.
“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.
Some participants were offered an extra-special treat. Jesse Lazare, a Canadian driver with the McLaren Motorsports In Action (MIA) team No. 69, which races in the IMSA series Michelin Pilot Challenge, joined guests during the May 29th lunch break to talk about his personal experience of driving on Michelin tires. The MIA race shop, located in Ste Eustache, Quebec, is well known for high-end mechanics and complete race car building and design; and their owner brought on-site a number of their prestige McLarens, including a model that Lazare races.
Michelin’s unique experience and relentless focus on innovation makes it the technical partner of choice for many top manufacturer and independent teams in motorsports. It was impactful to have guests hear directly from Lazare how Michelin race slicks offer a grip that helps drive performance. Michelin’s Pilot Sport Cup 2, showcased at the drive experience, has long been the ultra-high performance benchmark for street legal race tires. And the Michelin Pilot Sport 4S has been recognized as ranking first in dry lap time, first in dry braking, first in wet lap time and first in wet braking. Performance enthusiasts recognize these valuable features and the Michelin event participants enjoyed some exotic vehicles, which allowed them to feel the difference directly from the driver’s seat.
The event also offered competitor testing of both Michelin Premier A/S passenger tires and Defender LTX M/S light truck tires, focusing on the importance of the long-lasting performance these products can offer for the every-day driver.