Michelin, the world’s tyre technology leader, hosted a thrilling yet professional car racing experience for brand loyalists across Middle East and Africa for the very first time, at the MICHELIN Pilot Sport Experience in Kuala Lumpur, Malaysia. Held at the prestigious Sepang International F1 Circuit between 17 and 24 August 2015, motoring enthusiasts from the region joined a very select group comprising of members from over 15 countries who were able to enjoy this rare and unique opportunity of experiencing the rush of piloting some of the most competitive racing cars in the world of motorsports.
“Michelin’s affiliation with mobility has been long, prolific and rewarding, tapping into numerous opportunities to consistently strengthen its bond with safety and innovation,” said Philippe Verneuil, Chairman and President of Michelin Africa, India and Middle East Zone (AIM). “The MICHELIN Pilot Sport Experience is an event we consider of great importance as it allows us to demonstrate, to our customers and fans of motorsports, how the brand actually measures up to its high standards of safety and quality. We are delighted to have received participation from the Middle East and Africa region this year as they form a key part of our target market.”
Celebrating its 10th edition in 2015, the MICHELIN Pilot Sport Experience engaged Michelin fans from across UAE, Saudi Arabia, Kuwait, Qatar, Bahrain, Egypt and South Africa this year, to participate in a series of contests run across multiple digital platforms. 10 lucky winners were awarded a once-in-a-lifetime opportunity to take part in a variety of racing experiences:
- Formula 4 racing
- Rally racing in a Citroën DS3 R1
- Touring Car racing in a Renault Clio IV
The highlight of the event was a ride in laps driven by professional racers in legendary motorsports cars such as the Lamborghini Gallardo GT3 and the Formula Le Mans.
The MICHELIN Pilot Sport Experience event was founded to offer customers the unique experience of taking part in a professional-style racing competition, demonstrations and workshops on tyre technology and safety by industry professionals, and to absorb the pioneering world-class motorsports credentials of Michelin. Michelin’s innovative technology is tested to withstand extreme conditions such as in the field of competitive racing, to bring innovations from the ‘Track to Street’ and offer consumers the same superior tyre technologies for their safety on public roads.
The MICHELIN Pilot Sport Experience event gives participants an in-depth understanding of why MICHELIN tyres are the key winning criteria of top racers in world-class motorsports. All activities at the MICHELIN Pilot Sport Experience are conducted by professional and experienced instructors and renowned race car drivers in a safe and competitive driving environment.
Participating for the very first time, one of the Michelin competition winners Abdulaziz Al Rayes from Kuwait said, “I am absolutely thrilled to have had the chance to attend the event this year. Being an avid supporter of motorsports vehicles and racing, to have actually driven professional race cars on an impressive F1 circuit, and to have received training on how to safely and responsibly drive such vehicles by a team of professional instructors, has been an incredible experience!”
The MICHELIN Pilot Sport Experience (MPSE) reflects Michelin commitment to safety, delivering optimum and total performance through MICHELIN tyres to motorsports racers. It is testimony to the exceptional levels of performance that have translated into Michelin successes and wins in many world class races such as the World Endurance Championship, including the 24th consecutive win at Le Mans 24 Hours, the World Rally Championship, and the recent FIA Formula E Championship.