Michelin launches Primacy 5 tires in the Middle East and Africa: higher performance, longer life, and lower environmental impact.

Michelin, the world leader in sustainable mobility, has unveiled the Primacy 5 tires in the Middle East and Africa. The Primacy tire range has had a strong presence in the Middle East for nearly 20 years, and continues to evolve, offering the latest generation of tires designed to meet the diverse needs of drivers in the region.

Harkesh Jaggi, Vice President of Sales and Marketing at Michelin Middle East and North Africa, said: “The region’s markets demand tires that offer the highest levels of quality, comfort, safety, and durability. Michelin has always been a pioneer in tire technology, and with the Primacy tire range, the company continues its strong presence in the Middle East, spanning nearly 20 years, during which it has continuously evolved to meet the changing needs and expectations of drivers in the region. The development of the Michelin Primacy 5 tires by 2025 represents a significant milestone, and we believe these tires will be a huge success across the Middle East and Africa, thanks to their exceptional performance and sustainability features.”

Tires designed to deliver the highest levels of performance, safety, and durability
Developing a new generation of tires presents many challenges, requiring improvements in several key performance areas without compromising others. The Michelin Primacy 5 offers longer life, quieter ride, greater comfort, and the highest levels of safety.
Thanks to a new patented tread pattern and a 10% increase in tread depth compared to the Primacy 4+, the Primacy 5 improves water drainage, enhancing braking performance on wet roads and increasing safety by 4% on wet surfaces when new. With an 18% longer lifespan, this tire allows drivers to travel an additional 7,000 kilometers compared to the previous generation, ensuring safe and comfortable journeys on city streets and long-distance routes across the Middle East and Africa.
With increasing vehicle weight and increased demand for durability, the Michelin Primacy 5 is designed to meet these challenges while supporting environmental sustainability. Furthermore, the growing adoption of electric vehicles highlights the need to reduce noise and enhance comfort. The Primacy 5 tires build on the Primacy tire family’s heritage by incorporating Michelin’s expertise in noise reduction and improved driving comfort.

Michelin’s Commitment to a Sustainable Future
Michelin is committed to reducing its environmental footprint by conducting assessments at every stage of a tire’s lifespan, from development and manufacturing, through transportation and use, to the end of life. Each new tire must outperform its predecessor in terms of performance and efficiency. Michelin’s Primacy 5 tires boast a 6% more efficient lifespan, thanks to an 18% longer lifespan and a 5% reduction in rolling resistance. This commitment from Michelin ensures that the Primacy 5 tires meet the demands of today’s drivers and contribute to a more sustainable future.

Designed for hatchbacks, sedans, crossovers, and SUVs with all engine types
Designed to meet the needs of hatchbacks, sedans, crossovers, and SUVs across the Middle East and Africa, the Michelin Primacy 5 tires deliver superior performance regardless of engine type—internal combustion, hybrid, or electric.

Advanced Technologies Enhance Primacy 5 Tire Performance

The Michelin Primacy 5 tires are equipped with technology designed to enhance safety, longevity, and comfort. Michelin’s EverTread technology increases the gap by more than 13% compared to the previous generation, improving the sidewall edges to support water drainage and improve wet performance. The EverGrip technology ensures exceptional braking performance on wet roads throughout the tire’s lifespan, thanks to a new generation of synthetic rubber that maintains safety without compromising tire lifespan. For a smoother and quieter driving experience, Silent Rib Gen-3 technology uses multi-zone tread adjustment, with intermediate ribs designed to reduce vibration and noise. Meanwhile, MaxTouch technology enhances road contact and evenly distributes acceleration, braking, and cornering forces, extending tread life and enhancing driving safety.
Michelin Primacy 5 tires are available this year in multiple sizes specifically designed for the Middle East and Africa region. More than 40 different sizes are expected to be available in 2025, followed by an additional 30 in 2026. For more information on tire availability across the region, please contact your nearest dealer.

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About Michelin
A leader in materials design for over 130 years, Michelin strives to create materials and experiences that transform people’s lives. The company is uniquely positioned to make significant contributions to human progress and a more sustainable world. Drawing on its deep expertise in polymer composites, Michelin continually innovates to manufacture high-quality tires and components for critical applications in a range of key sectors, such as mobility, construction, aviation, low-carbon energy, and healthcare. Thanks to its focus on product quality and deep customer knowledge, Michelin delivers the best experiences, from providing data- and AI-driven connected solutions for various vehicle fleets to recommending the best restaurants and premium hotels through the Michelin Guide. Headquartered in Clermont-Ferrand, France, Michelin is present in more than 175 countries and employs 129,800 people.