Michelin Primacy 3 ST Launched In Malaysia

MICHELIN, one of the leading tyre brands in Malaysia recently launched their latest Primacy series, the MICHELIN Primacy 3 ST. It was with great pleasure that I had the opportunity to catch the media launch earlier this week over at a classy French restaurant, the Maison Francaise near KLCC.


The All-New Michelin Primacy ST 3
The All-New MICHELIN Primacy ST 3

Being an avid fan of MICHELIN tyres, I was using the previous generation Primacy, the MICHELIN Primacy LC before upgrading to the MICHELIN Pilot Sport 3 recently. Having used before the Primacy series, I must say I really appreciate the comfort and quietness of the tyres in suppressing road noise while providing good grip.


Welcome to Michelin Primacy 3 ST 's Media Launch
Welcome to MICHELIN Primacy 3 ST 's Media Launch
The rather beautiful venue for the launch
The rather beautiful venue for the launch


Reaching the venue rather early, I had the opportunity to enjoy the beautiful ambiance of Maison Franchaise over some nice drinks. It wasn't long before the invited folks started to fill up the space surrounding the pool. We were all excited to see the all-new MICHELIN Primacy 3 ST as it was to be unveiled soon.


Some of the bloggers present at the launch, KY, Redmummy and SixthSeal
Some of the bloggers present at the launch, KY, Redmummy and SixthSeal
Some of the yummy food provided at the launch
Some of the yummy food provided at the launch

It wasn't long before we were ushered into the "MICHELIN Primacy 3 ST Launch" area, where each of us were given these really cool-looking wireless headphones. Initially I was taken aback, and thought it was going to be used to suppress some firecrackers sound or something. Check out the headphones below. 


Wireless Headphones for the press conference
Wireless Headphones for the press conference
Fits snugly on SixthSeal Huai Bin's head.
Fits snugly on SixthSeal Huai Bin's head.


There were no loud firecrackers fortunately as I can't imagine how it'll be like in the packed room.We were privileged to be in one of the first press conferences in Malaysia that use these headphones to listen to the speakers as well as the videos played. The reason the headphones were used were to emphasize the ‘silent’ attribute of Primacy 3 ST tyres. Similar to the tagline "Keep noise out and comfort in", it was pretty relevant.


Beltran Yturriaga, Managing Director of Michelin Malaysia Sdn Bhd giving his speech
Beltran Yturriaga, Managing Director of Michelin Malaysia Sdn Bhd giving his speech


MICHELIN Primacy 3 ST is a result of 10 years of preliminary studies on tires that traveled more than 1.3 million kilometers followed by 18 months of designing, developing and deploying research findings to produce the breakthrough tyre to meet the increasing demands of drivers in Malaysia and the Asia Pacific region. The tyre also underwent a six month trial in Malaysia involving a fleet service company.


Michelin Primacy 3 ST up close and personal
MICHELIN Primacy 3 ST up close and personal


Designed and developed to suit our extreme road and weather conditions, it was music to my ears when we were told the all-new MICHELIN Primacy 3 ST's longevity is extended by 25 percent compared to its predecessor, the MICHELIN Primacy LC. More mileage equals more savings, equals happier Malaysian customers. 

Speaking at the launch of the MICHELIN Primacy 3 ST, Beltran Yturriaga, Managing Director of MICHELIN Malaysia Sdn Bhd said : 

“The MICHELIN Primacy 3 ST is a strong contender in the local premium passenger car tyre segment, offering all the right attributes including comfort, peace and quiet, and greater total mileage without compromising on the quality of a high performance tyre.”


The Michelin Primacy 3 ST Officially Launched In Malaysia
The Michelin Primacy 3 ST Officially Launched In Malaysia


MICHELIN Primacy 3 ST's unique capability to deliver multiple performances were derived from the essence of MICHELIN's Total Performance featuring four MICHELIN leading technologies which I'll spell out below. 

  • EvenPeak technology ensures an 8% quieter ride compared to leading competitors thanks to a unique tread pattern with a wider spectrum of tread-block sizes, spreading noise across a frequency range which makes it significantly quieter. That’s why MICHELIN called its new Primacy generation ST which stands for Silence Tuned.
  • CushionGuard technology delivers the best performance in Comfort, combining flexible tread compounds, shock absorbent sidewalls and noise-filtering rubber to cushion vibrations caused by uneven road surfaces.
  • StabiliGrip and FlexMax technologies work together to achieve 1.6 meters shorter braking distance in wet conditions than predecessor and 2.9 meters compared to the average of leading competitors.*
*Based on TUV Rheinland (Thailand) wet braking test report; MICHELIN Primacy 3 ST tyr es compared to its previous generation, MICHELIN PRIMACY LC tyres; Field test in Thailand; Test date 12-02-2013; Toyota Camry 2.0G 2012; Tyre Size: 215/55 R17 94V ; Air Pressure (F/R): 32/32 psi.


The new groove design of the Michelin Primacy 3 ST
The new groove design of the Michelin Primacy 3 ST


Do check out the videos on the four MICHELIN leading technologies, namely the EvenPeak,
CushionGuard, StabiliGrip, and FlexMax technologies at this link (http://www.michelin.com.my/Products-Services/Car-SUV-LT/passenger_car/technology.html?summer=Primacy%203%20ST)

“We are committed towards enhancing mobility and the MICHELIN Primacy 3 ST exemplifies MICHELIN’s innovative technology to improve tyre performance and make it safer, more convenient and environmentally friendly for a smoother and quieter ride,” Yturriaga added.


Yours truly giving the thumbs up to this new "comfort" tyre
Yours truly giving the thumbs up to this new "comfort" tyre
A group shot with the bloggers and Rian Aznani, Corporate Affairs Manager of Michelin Malaysia Sdn Bhd
A group shot with the bloggers and Rian Aznani, Corporate Affairs Manager of MICHELIN Malaysia Sdn Bhd


The new MICHELIN Primacy 3 ST is available in 16” to 19” sizes in Malaysia and is priced at the same level as its predecessor. The new tyre is distributed at all Tyreplus and MICHELIN authorized dealer networks nationwide and is priced** from RM480 which will vary according to sizes. Do check out their official website at www.michelin.com.my or their FB page at www.facebook.com/MichelinMalaysia for more details.

**Price range shown is based on Manufacturer’s Suggested Retail Price or Recommended Retail Price. Actual dealer price may vary. Prices may also vary for vehicles with a technical / legal requirement for reinforced (extra load) tyres.


My current Michelin Pilot Sport 3 tyre which serves me really well. Time to change for comfort?
My current MICHELIN Pilot Sport 3 tyre which serves me really well. Time to change for comfort?


5 comments :

  1. Another new model... I'm using the older one. I like Michelin tyre. It's durable and reliable :)

    ReplyDelete
  2. Best but expensive...dunno if we have anybody selling here. No Michelin-starred restaurants here either... :(

    ReplyDelete
  3. hmmm... should try MICHELIN see got different or not. now on pirelli burn pocket *burn*

    ReplyDelete
  4. When we talk about Michelin all I can imagine is Michelin babies with those chubby arms and legs!

    ReplyDelete

Always appreciate the comments. Thanks!