Words & Pictures: David Lee
“Unleash Your SUV” was the call and tagline of Michelin, at the launch of their Latitude Tour HP and Latitude Sport tyres on 26th June 2007 at the Lake Gardens.
That was exactly what happened at the launch. After the usual speeches and presentations by Mr. Ronald Sutardja, General Manager of Michelin Malaysia Sdn. Bhd. and Mr. Olivier Brauen of Michelin. A couple of premium SUVs fitted with Michelin Latitude Tour HP and Latitude Sport were at hand to chauffer the guest and partners of Michelin, and the press fast around the little roads of Lake Gardens to push the tyres to its limits screeching and sliding around the corners. The attendees also had the opportunity to feel the tyres for themselves by driving around in a selection of premium SUVs, but at a much slower pace.
Users of Michelin Latitude Tour HP can expect greater tyre longevity, lasting up to 35% longer than other competitive brands as well as better driving comfort with 5% quieter and fewer vibrations, higher performance on wet roads with 5% gain in road holding compared to its predecessor the Michelin Energy MXV4+.
SUV drivers using Michelin Latitude Sport can expect greater reliability and enhanced driving precision due to reinforcement by Michelin’s Banded at Zero technology with variable spacing to resist deformations even at high speeds.
Both models of Latitudes were designed to better resist chipping and graining on stones and gravel on off road tracks and for driving hard on the road where hard braking, accelerating and cornering will be expected. These tyres were designed for the SUV market in mind.
In conjunction with the launch, Michelin also announced the Latitude Owners Club and the Michelin Dream Drive contest. Anyone that purchases a set of 4 Latitude tyres will be given the opportunity to be a member of the Latitude Owners Club. Members will be entitled to free tyre balancing, realignment, rotation and puncture repairs at Michelin dealers. They will also be given sms reminders on tyre care as well as cash vouchers for purchase of any Michelin tyres
The Michelin Dream Drive is an contest running from July 2 to September 30, 2007. The grand prize winner stands to explore one of the top driving routes in the country in a luxury SUV of his/her choice with 3 day/2 nights accommodation in a luxury hotel, petrol allowance and pre-loaded Michelin Touch n Go card. There will also be monthly lucky draw to give away 10 pre-loaded Touch n Go cards. All that needs to be done is tell Michelin about your ideal Malaysian Dream Drive holiday at www.latitude.michelin.com
