Michelin's simulator paints truer picture

French tire maker Michelin recently announced the opening of the 2008 Journey of Michelin Tire Safety Experience in Beijing. It features a simulator that replicates driving conditions in Shanghai, Guangzhou, Chengdu and Shenyang to emphasize tire safety.

Unlike traditional safe-driving programs, the Michelin real-time simulator paints a truer picture of tire safety and particularly the significance of proper tire pressure.

Michelin hopes to raise awareness of tire safety among drivers in a more convincing fashion by engaging them personally in a life-like experience.

"Safety is positioned as Michelin China's core strategy, but we need support from the public," says Antoine Guerin (left), vice-president of Michelin (China) Investment Ltd.

(China Daily 06/02/2008 page8)