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Michelin highlights the future of sustainable mobility at Challenge Bibendum 2011

Michelin to support safer and cleaner mobility in Africa, India and Middle East region

New Fill Up With Air campaign to educate motorists on risks associated with incorrect tyre pressure

MICHELIN ENERGY Range of products to last longer and reduce fuel consumption

The eleventh edition of Michelin Challenge Bibendum, the global summit for sustainable mobility, ended on a high note with nearly 15,000 participants and visitors coming together to forge a vision of a more promising future shaped by safer, cleaner and more connected mobility.

Michelin Challenge Bibendum 2011 officially opened its doors in the heart of Germany on May 18 at Berlin's former Tempelhof Airport and included debates and discussions, a Technology Exhibition Center, three rallies for participating vehicles, press conferences, an International Forum and full scale demonstrations of new technologies and vehicles.

Attended by a host of key influencers, including political decision makers, industrial policy makers, sustainability experts, scientific researchers and members of the media, the five day event discussed sustainable road mobility challenges and its solutions. Automobile companies, equipment suppliers, public services and research institutes from around the world presented more than 270 series-produced, prototype or new-model vehicles ranging from electric motorcycles and hybrid cars to buses and trucks powered by alternative fuel sources. A range of practical activities also took place, including a circuit for testing electric cars and a 300km eco-driving challenge.

Michelin, the worldwide leader for tires and mobility, first launched the Michelin Challenge Bibendum in 1998 in line with its commitment and global vision of contributing to the progress of mobility by building a safe and clean environment. Since inception, the initiative has been held in key cities across the world including Kyoto, Paris, Shanghai and most recently Rio de Janeiro for its tenth anniversary celebrations. The Africa, India and Middle East region could be considered as a potential location for a future edition.

Committed to raising awareness of sustainable road mobility through its Challenge Bibendum, Michelin recognized the importance of having a physical presence in key countries to further develop the concept of safer, cleaner and more connected mobility and in October 2010, inaugurated its first headquarters in Dubai to serve the Africa, India and Middle East region.

Prashant Prabhu, Managing Director for Michelin in Africa, India and the Middle East said: "We recognize that our region has some of the lowest fuel prices in the world, however environmental issues are still of great concern and are raising attention and interest. Issues such as CO2 emissions and the conservation of natural resources are still of importance here. As such, we are committed to driving change and developing the concept of sustainable mobility further in this part of the world."

Another key element to achieving sustainable mobility is road safety which is what Michelin is committed to achieving, in line with its corporate responsibility mandate created 120 years ago. Michelin recently launched its global initiative 'Fill Up With Air'in the UAE. The campaign gives motorists free tyre checks, including pressure checks and adjustments, and aims to inform the public about the dangers associated with driving with worn or incorrectly inflated tyres. Driving on poorly maintained tires has very serious safety, economic and environmental implications and the 'Fill Up With Air' campaign is one way that Michelin is reinforcing its commitment to safer mobility in this region.

For cleaner mobility, Michelin introduced the Energy range of tyres, which has globally saved more than 35 million tons of CO2 emissions based on company statistics. The Energy range of tyres is designed to reduce fuel consumption and therefore CO2 emissions, as well as to last longer which also means that fewer raw materials are used.

"Given the dramatic increase in the number of cars worldwide, it's easier to understand why energy resource and safety issues must be dealt with immediately - everywhere and by all concerned stakeholders. At Michelin, we want to provide solutions, through our innovative products, awareness campaigns and of course, Michelin Challenge Bibendum" added Mr. Prabhu.

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About Michelin Africa, India and Middle East:
Dedicated to the improvement of sustainable mobility, MICHELIN designs, manufactures and sells tires for every type of vehicle, including airplanes, automobiles, bicycles, earthmovers, farm equipment, heavy-duty trucks, motorcycles and the US space shuttle. Michelin employs 111,000 people in more than 170 countries and operates 72 production sites in 19 countries throughout five continents. The company also publishes travel guides, hotel and restaurant guides, maps and road atlases and offers electronic mobility support services, on ViaMichelin.com.

Michelin AIM (Africa, India, Middle East) is headquartered in Dubai, UAE, with a mission to support the company's commercial growth ambitions in this very diverse region.

Michelin Media Contact: Laila Tayebi, + 971 (0)4 807 81

© Press Release 2011