Tire Brands Michelin Owns: In the tire industry, major manufacturers often own a diverse array of brands to cater to different market segments, including premium, quality, and budget pricing ranges. This segmentation allows them to effectively target various consumer needs and preferences. Chinese manufacturers, in particular, are known for having a large number of brands under their umbrellas. In the article below, we will explore the brand ownership of the Michelin, detailing the range of brands they offer.
Table of Contents
Tire brands Michelin owns:
Based on the currently available public information, Michelin owns eight tire brands (see graph above), summarized below:
1. BFGoodrich
- Established: 1870
- Acquired by Michelin: 1990
- Popular Products:
- BFGoodrich All-Terrain T/A KO2 (off-road and all-terrain tire)
- BFGoodrich g-Force COMP-2 A/S (ultra-high-performance all-season tire)
- BFGoodrich Mud-Terrain T/A KM3 (mud-terrain tire)
BFGoodrich, the most popular second brand of Michelin that everyone knows, was established in 1870 and acquired by Michelin in 1990. Famous for its performance and off-road tires, notable products include the BFGoodrich All-Terrain T/A KO2, a favorite among off-road enthusiasts, and the BFGoodrich g-Force COMP-2 A/S, an ultra-high-performance all-season tire.
2. Uniroyal (North America)
- Established: 1892
- Acquired by Michelin: 1990 (as part of the BFGoodrich acquisition)
- Popular Products:
- Uniroyal Tiger Paw series (all-season tires)
- Uniroyal Laredo series (SUV and light truck tires)
- Uniroyal Laredo AT (rain and wet-condition tire)
Uniroyal, established in 1892, became part of Michelin in 1990 through the BFGoodrich acquisition. Known for reliable and affordable tires, popular products include the Uniroyal Tiger Paw series, famous for being the reference in legal snow testing despite its high cost for a non-competitive tire, and the Uniroyal Laredo series, designed for SUVs and light trucks.
3. Kleber
- Established: 1910
- Acquired by Michelin: 1981
- Popular Products:
- Kleber Quadraxer (all-season tire)
- Kleber Dynaxer (summer tire)
- Kleber Transpro (commercial van tire)
Founded in 1910 and acquired by Michelin in 1981, Kleber offers mid-range tires primarily in Europe. In recent years, the Kleber Quadraxer has been quietly climbing up the ranks in all-season tire tests and is the sister of the pioneering all-season tire Michelin CrossClimate 2. The Kleber Dynaxer series is also popular for summer driving.
4. Riken
- Established: 1917 (as a Japanese brand)
- Acquired by Michelin: 1992
- Popular Products:
- Riken Maystorm (performance tire)
- Riken Raptor (all-season tire)
Originally a Japanese brand established in 1917, Riken was acquired by Michelin in 1992. Riken provides budget-friendly tire options, with notable products like the Riken Maystorm, a performance tire, and the Riken Raptor, an all-season tire. An interesting fact is that Riken was initially involved in the chemical industry, which provided a strong foundation for their advanced rubber and tire technologies.
5. Taurus
- Established: 1913 (Hungary)
- Acquired by Michelin: 1996
- Popular Products:
- Taurus 401 (agricultural tire)
- Taurus High Performance (summer tire)
- Taurus Winter (winter tire)
Taurus, a Hungarian brand established in 1913, joined Michelin in 1996. Known for budget tires, Taurus products include the Taurus High Performance summer tire and the Taurus Winter tire, catering to various seasonal needs.Additionally, Taurus caters to agricultural and industrial sectors, offering specialized tires for tractors and heavy machinery, further showcasing their versatility and commitment to meeting diverse consumer needs.
6. Kormoran
- Established: 1967 (Poland)
- Acquired by Michelin: 1995
- Popular Products:
- Kormoran Road Performance (summer tire)
- Kormoran Snow (winter tire)
- Kormoran All Season (all-season tire)
Kormoran, founded in Poland in 1967 and acquired by Michelin in 1995, offers budget-friendly tires for European markets. Popular products include the Kormoran Road Performance summer tire and the Kormoran Snow winter tire.
7. Corsa
- Established: 1994 (Indonesia)
- Acquired by Michelin: Through partnership with PT Multistrada Arah Sarana in 2019
- Popular Products:
- Corsa Platinum (motorcycle tire)
Corsa is another budget brand under Michelin, known for providing affordable tire options primarily in Southeast Asian markets. Popular for their motorcycle tires, Corsa is a big player in the region. Notable products include the Corsa Platinum series, which provides a value for money option in the motorcycle segment.
8. Achilles
- Established: 2005 (Indonesia)
- Acquired by Michelin: Through partnership with PT Multistrada Arah Sarana in 2019
- Popular Products:
- Achilles ATR Sport (high-performance tire)
- Achilles Desert Hawk (SUV and light truck tire)
- Achilles 122 (all-season tire)
Achilles, a brand with a strong presence in the Asian and Australian markets, provides a wide range of tires that balance affordability and performance. Notable products include the Achilles ATR Sport, a popular choice for high-performance vehicles, and the Achilles Desert Hawk, designed for SUVs and light trucks.
Conclusion
In conclusion, Michelin’s diverse portfolio of tire brands reflects its strategic acquisitions and innovations to cater to a wide range of market segments. From the high-performance Michelin and BFGoodrich tires to the budget-friendly options offered by Riken and Taurus, Michelin ensures it meets the needs of various consumers globally. Brands like Uniroyal and Kleber provide reliable and versatile options, while niche brands such as Corsa and Achilles target specific regional markets. This extensive array of brands underscores Michelin’s commitment to delivering quality, performance, and affordability in the tire industry.