Foreword

As you are aware, the MLL program is a brand extension program which is based on a licensing model. The strategic goal is to increase and develop interaction between the MICHELIN brand and consumers to generate brand loyalty. On average, consumers buy tyres every two or three years, and between purchases they often don’t require any maintenance. The reality is that a tyre is a distress purchase. It’s rarely a fun purchase, except of course for driving enthusiasts and collectors. In developing a range of products and services around the theme of mobility, the idea is to make the MICHELIN brand a part of everyday life for customers and, ultimately, boost tyre sales.

This is the reason that in 2013 we deployed numerous initiatives to reinforce this:

• Technical input in the development of MICHELIN products
• Stronger differentiation in branding and packaging
• Online development; Internet, Intranet, Extranet and social media.

Season’s greetings to you and your family and best wishes for 2014!

So in 2013, this was a really strong development for MLL. I’d like to say a special thanks to all of our teams in the UK, France, Germany, USA, South America, China and Japan who all contributed enormously in attaining these objectives. I can very clearly see the interest, investment plan and long term approach developing with all of our licensees:

• Custom Accessories Europe with the development of the range of digital foot pumps and inflators
• NFA in China with the development of a diverse range of products such as Invertors.
• Impex with the development of the Ecological car care range packaging
• Bardahl with the development of the tyre sealant

All of the above demonstrates the success of the Michelin brand extension program.

Finally, as it’s now December – it leaves to me to say season’s greetings to you and your family and best wishes for 2014!

Christian Delhaye
Managing Director
Michelin Lifestyle Limited