Dubai: The MICHELIN Pilot Sport Experience (MPSE) blazed its way back to the Sepang International F1 Circuit in Malaysia for the 12th consecutive year. On 31st August 2016, influencers and media from the Middle East and Africa were invited to another round of excitement and sheer driving pleasure on the iconic Malaysian race track together with a few lucky consumers, who won their ticket to this once-in-a-lifetime experience through online contests organized in the region.
Guided by an elite team of professional racing drivers and instructors, participants drove premium racing vehicles such as the Citroen DS3 R1, a Formula 4 car, the Renault Clio IV, the Lamborghini 2014 GT3 and a Formula Le Mans 2-seater, exclusively designed for this event.
Why does Michelin continue to organize and enhance MICHELIN Pilot Sport Experience, year after year? Philippe Verneuil, Chairman and President of Michelin Africa, India and the Middle East Zone (AIM), said: “The best way to convey our passion for performance is by sharing it with our key stakeholders right where it is most apparent; on fantastic cars, in an iconic setting, with real racers, where one can feel, touch and even smell the difference that MICHELIN tyres can make.”
“The enthusiastic comments and the stronger engagement with the Michelin brand, which we see in our invitees every year, are a clear confirmation that MPSE is an extraordinarily effective platform to share our brand values and make a lasting impression”.
The MICHELIN Pilot Sport Experience was first launched at the Sepang International Racing Circuit in 2006 and has grown today into a key Michelin annual event in the region.
Michelin, the leading tire company, is dedicated to enhancing its clients’ mobility, sustainably; designing and distributing the most suitable tires, services and solutions for its clients’ needs; providing digital services, maps and guides to help enrich trips and travels and make them unique experiences; and developing high-technology materials that serve the mobility industry. Headquartered in Clermont-Ferrand, France, Michelin is present in 170 countries, has 111,700 employees and operates 68 production facilities in 17 countries which together produced 184 million tires in 2015.