MLL Products Showcased at the North American International Auto Show

The NAIAS, held in Detroit, is North America’s largest and most prestigious automotive showcases, known for its new vehicle introductions including worldwide debuts. The 2016 auto show reported it’s highest numbers since 2003 with attendance reaching over 815,575.

Michelin’s exhibition at the event ran from 11-24 January. This year’s theme, “Track to Street”, focused on Michelin’s technological innovation in motorsports tyres which is now being transferred to the street for use in Michelin road tyres for consumers.

In keeping with this theme around technology transfer, Michelin Lifestyle products were also featured as part of the exhibition, with the focal point being a ”shoe wall”. This showcased Michelin branded boots and a range of performance running shoes and motorcycle boots from brands such as Salewa, Under Armour and TCX.

All of these shoes feature a Michelin technical sole, inspired by Michelin tyre tread compounds and sculptures and are developed in collaboration with our Licensee, JV International.