A leap forward in sustainable performance

Michelin, a global leader in sustainable mobility, has officially launched the MICHELIN Primacy 5 tire in the Middle East and Africa. This latest-generation tire builds upon nearly two decades of legacy in the region’s entry and premium tire segments, offering drivers an unparalleled combination of safety, longevity, and reduced environmental impact.

“Our markets consistently demand high-quality tires that offer superior comfort, safety, and durability,” commented Harkesh Jaggi, Vice-President, Sales & Marketing for Michelin Middle East & North Africa. “Michelin has been a pioneer in tire technology, and with the Primacy range, its legacy continues, spanning nearly 20 years in the Middle East and continuously evolving to meet drivers’ changing needs and expectations. The evolution to the MICHELIN Primacy 5 in 2025 marks a significant milestone. We believe this tire line will be highly successful across Africa and the Middle East, delivering outstanding performance and sustainability benefits.”

Developing a new generation of tires presents a complex challenge: enhancing multiple key performance areas without compromising others. The MICHELIN Primacy 5 excels by simultaneously improving lifespan, reducing noise, and enhancing comfort while maintaining a consistently high level of safety.

Thanks to a new patented tread pattern and a 10% increase in groove depth compared to its predecessor, the MICHELIN Primacy 4+, the Primacy 5 optimizes water evacuation. This innovation translates to a 4% improvement in wet braking performance when the tire is new, significantly boosting safety on wet surfaces. Furthermore, with an 18% increase in lifespan, drivers can expect to travel approximately 7,000 km further than with the previous model, ensuring safe and comfortable journeys across both urban roads and long-distance routes throughout the Middle East and Africa.

As vehicles become heavier and the demand for durability rises, the MICHELIN Primacy 5 is engineered to meet these challenges while actively supporting environmental sustainability. The increasing popularity of electric vehicles also highlights the need for reduced noise and enhanced comfort, areas where the Primacy 5 excels by integrating Michelin’s expertise in minimizing interior noise and optimizing ride comfort.

Michelin is dedicated to reducing its environmental footprint, a commitment underscored by its rigorous Life Cycle Assessments (LCA) conducted at every stage of a tire’s life—from development and manufacturing to transport, usage, and end-of-life. Each new tire is designed to outperform its predecessor in both performance and efficiency.

The MICHELIN Primacy 5 improves its LCA by 6%, driven by an 18% increase in lifespan and a 5% reduction in rolling resistance. This commitment ensures that the Primacy 5 not only meets the demands of today’s drivers but also contributes to a more sustainable and eco-friendly future, aligning perfectly with the Michelin Group’s “All Sustainable” strategy.

The MICHELIN Primacy 5 is engineered to meet the needs of hatchbacks, sedans, crossovers, and SUVs across the Middle East and Africa. It ensures superior performance regardless of engine type, whether combustion, hybrid, or electric.

The MICHELIN Primacy 5 incorporates cutting-edge technologies designed to enhance safety, longevity, and comfort:

• Michelin EverTread Technology: This technology increases the tire’s void ratio by over 13% compared to its predecessor, optimizing lateral groove edges to improve water evacuation and wet performance.
• Michelin EverGrip Technology: Ensures exceptional wet braking performance throughout the tire’s lifespan. This is achieved through next-generation functional elastomers that maintain safety without compromising longevity.
• Silent Rib Gen-3 Technology: Employs multi-zoning void tuning with intermediate ribs designed to minimize vibration and noise, resulting in a smoother and quieter driving experience.
• MaxTouch Technology: Maximizes road contact and evenly distributes the forces of acceleration, braking, and cornering. This not only extends tread life but also enhances overall driving safety.

The MICHELIN Primacy 5 is now available in select sizes, with over 40 sizes expected to be available in 2025, followed by 30 more in 2026. For more information on availability in your region, please contact your nearest Michelin dealer.