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WILL MICHELIN'S CUTTING-EDGE TECHNOLOGY BE ITS DOWNFALL?

Have you noticed how rapid the pace of technological change is these days? If you’re an optimist and believe that these innovations can only lead to an easier, cleaner and more productive life, then all is good. If you are somebody who sees the glass as being half empty though, then you may see the shadow of George Orwell at every turn. This change is very clear to see in the automotive industry and not just with hybrid or autonomous cars. Other component manufacturers are rising to the challenge as well and Michelin, the second largest tyre company in the world, is leading the pack.

Vision to Reality

Two years ago, stories emerged that Michelin was experimenting with the tyre of the future, a prototype known as “Vision.” This was to be an airless, all-in-one wheel/tyre made from organic materials and featuring a 3-D printed tread pattern. Michelin did not have any plans to produce the tyre felt that the roll-out process could take as long as 20 years.

The Future–Now

Yet only two years later and underlining the rapid pace of technological change, Michelin is about to test this same concept on a fleet of Chevrolet electric cars. They have renamed the tyre “Uptis” and Michelin is now much more bullish about its future. The French company is confident that these tyres will be fitted to cars and on the road within five years.

Environmentally Friendly, But What About the Equity?

Michelin makes most of its wealth from the sale of conventional tyres to the average consumer. These tyres have a very limited lifespan, are costly and difficult to produce, prone to puncture and will invariably end up on top of a garbage tip. Their individual carbon footprint is massive, and these covers can take decades to degrade. Hats off to Michelin for designing a tyre made from recyclable materials and a product that is biodegradable, reusable and puncture proof. But aren’t they shooting themselves in the foot at the same time from a revenue point of view?

3-D Printed Tread

This tyre will be revolutionary. It will lead to a surge in 3-D technology as enterprising entrepreneurs set up shop to provide the 3-D printed treads. You will only need one set of tyres for each vehicle and when the tread wears out, you will get a new one printed and reattached. If you live in a climate where snow is a harsh reality, you will remove the existing tread and replace it with one customized for the season.

Business Model

Meanwhile, Michelin has some soul-searching to do. How will they adjust their business model to account for such a momentous change? It will be interesting to see how their future evolves and whether they will face insurmountable pressures like some big car manufacturers. One thing is for sure however, they are writing a key chapter in the future of the automobile.

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