Brisbane Truck Show

In May this year, Michelin hosted a stand at the Queensland Truck and Machinery Show (‘The Brisbane Truck Show), held at the Royal National Assocation (RNA) Showgrounds in Brisbane.

First taking place in 1968, the Brisbane Truck Show is the biggest truck trade show in Australia, and one of the biggest in the Southern Hemisphere. It attracts in excess of 340 exhibitors, and some 38,000 visitors.

This was the sixth appearance by Michelin Australia, who has participated since 1999. Michelin used this opportunity to leverage its brand within the industry, and strategically promote two product ranges: MICHELIN X Energy and MICHELIN X One tyres. This year, in particular, the presence of Michelin signified its continued support for the Australian trucking industry which has been hit hard by the Global Financial Crisis.

Given the tough economic climate, Michelin showcased the cost-effectiveness and fuel savings technology of its tyres. The key message promoted by Michelin was “lowering the cost of ownership” – a feat made possible by the quality and technology of MICHELIN tyres. The MICHELIN Energy tyre range achieves cost savings on fuel, and maximise mileage without compromising on performance. Michelin also highlighted its core brand attributes: durability, mileage, safety, innovation, fuel savings technology, and its strong national network.