MICHELIN Primacy 5 Launches in the Middle East and Africa, DeliveringUnmatched Safety, Longevity, and Low Environmental Impact
- salifemag
- 4 hours ago
- 3 min read
Michelin, a global leader in sustainable mobility, is introducing the MICHELIN Primacy 5 to the Middle East and Africa. With nearly 20 years of legacy in the Middle East’s entry and premium tyre segment, the Primacy line continues to evolve,
offering a latest-generation tyre design that meets the diverse needs of drivers in the region.
Amaury Vadon, Managing Director and Vice President Sales for Michelin Sub-Saharan Africa, said, "We’re excited to bring the MICHELIN Primacy 5 to South Africa. This tyre is all about giving drivers more - more mileage, more safety, and more comfort - without sacrificing performance or sustainability. We know that motorists today want tyres that last longer and help reduce their environmental impact, and that’s exactly what the Primacy 5 delivers. Whether you’re driving a petrol, diesel, hybrid, or electric vehicle, this tyre is designed to keep you safe and comfortable on every journey.”
A Tyre Built for Lasting Performance, Safety, and Durability
Developing a new generation of tyres presents several challenges as it requires enhancing multiple key performance areas without compromising others. The MICHELIN Primacy 5 excels by simultaneously improving lifespan, silence and comfort while maintaining a high level of safety. Thanks to a new patented tread pattern and a 10% increase in groove depth compared to the MICHELIN Primacy 4+, the MICHELIN Primacy 5 optimises water evacuation, improving wet
braking performance and increasing safety by 4% on wet surfaces when new. With an 18% increase in lifespan, this tyre allows drivers to travel approximately 7,000 km further than its predecessor, ensuring safe and comfortable journeys on both urban roads and long-distance routes throughout the Middle East and Africa.
As vehicles grow heavier and demand for durability rises, the MICHELIN Primacy 5 is engineered to meet these challenges while supporting environmental sustainability. Additionally, the growing popularity of electric vehicles highlights the need for noise reduction and comfort. The Primacy 5 builds on the legacy of the Primacy range by integrating Michelin’s expertise in minimising interior noise and optimising ride comfort.
Michelin’s Commitment to a Sustainable Future
Michelin is dedicated to reducing its environmental footprint by conducting Life Cycle Assessments (LCA) at every stage of a tyre's life, from development and manufacturing to transport, usage, and end-of-life. Each new tyre must outperform its predecessor in both performance and efficiency. The MICHELIN Primacy 5 improves its LCA by 6%, driven by a 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.
Designed for Hatchbacks, Sedans, Crossovers, and SUVs Across All Engine Types 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 - combustion, hybrid, or electric.
Advanced Technologies Powering the MICHELIN Primacy 5
The MICHELIN Primacy 5 is built with technology designed to enhance safety, longevity, and comfort. Michelin EverTread Technology increases the tyre’s void ratio by over 13% compared to its predecessor, optimising lateral groove edges to improve water evacuation and wet performance. The integration of Michelin EverGrip Technology ensures exceptional wet braking performance throughout the tyre’s lifespan, thanks to next-generation functional elastomers that
maintain safety without compromising longevity.
For a smoother and quieter driving experience, Silent Rib Gen-3 technology employs multi-zoning void tuning, with intermediate ribs designed to minimise vibration and noise. Meanwhile, MaxTouch Technology maximises road contact and evenly distributes 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. Over 40 sizes are expected to be available in 2025, followed by 30 more in 2026. For more information on availability in your region, please contact your nearest dealer.