From a specialized equipment on the Formula E racing circuit to being widely used in civilian electric vehicles, how long does it take for a tire to make this transition? According to Jay Wu, Vice President and Director of Supply Chain & Corporate Development Strategy of Michelin China, the China International Import Expo (CIIE) has pressed the "accelerator pedal" for this process.

In 2020, Michelin made its debut at the CIIE, showcasing a Formula E race car equipped with advanced electric tire technology that caught the eye of many. At that time, no one could have predicted that Michelin's innovative journey at the CIIE would kick off from there.

Michelin showcases a Formula E race car equipped with advanced electric tire technology at the CIIE. Source: Michelin

"Just a few months after participating in the CIIE, in May 2021, this innovative technology designed specifically for the racetrack was introduced to the Chinese market," said Wu. He candidly admitted that the CIIE played a crucial role in accelerating this process. "Following the CIIE showcase, the product quickly gained recognition from automakers and consumers. This prompted us to expedite the process, transforming it from a technical prototype into a market-ready product tailored for the Chinese market."

Currently, this tire has been extensively utilized in Chinese domestically-produced electric vehicles. Particularly in the high-end electric vehicle sector, the adoption rate of Michelin tires has reached 30%. Wu remarked, "with the assistance of the CIIE, this tire developed by Michelin Global Research & Development was applied first in the Chinese market."

From a stunning exhibit to a top-selling product, Michelin realizes that the CIIE acts as a bridge, allowing cutting-edge technology to cross the gap between the laboratory and the market, entering the lives of ordinary people at an unprecedented speed.

Apart from expediting the process of transforming exhibits into products , the CIIE is also regarded as the prime stage for Michelin to showcase its innovative products.

In 2024, as Michelin celebrates its 35th anniversary of development in the Chinese mainland, at the 7th CIIE, Michelin built the exhibition hall themed "With Michelin, Adventures Always Ahead". The hall featured a range of innovative products, including the Michelin Air X Skylight aviation tire, a tire made from 71% sustainable materials, and the BFGoodrich KO3 off-road tire, all making their debut in China and even across Asia. Among them, the most captivating exhibit was a non-inflatable tire for lunar rovers.

Michelin's flagship exhibit at the CIIE, Lunar Wheel - an airless tire being developed for lunar rovers. Source: Michelin

The non-inflatable tires being developed for lunar rovers have garnered significant attention from the media and the public at the CIIE. "This is a huge success," remarked Serge Godefroid, Director of Michelin China Research & Development. In Godefroid's view, the CIIE serves as a platform for sharing innovative achievements with more partners and jointly exploring limitless future possibilities.

As a frequent attendee of the CIIE, Godefroid candidly stated, "as each CIIE draws to a close, I am already looking forward to the next one." Here, he feels the team's passion in narrating Michelin's stories of innovation and sustainable development. Moreover, through exchanges with partners and customers regarding needs and expectations, he learns more about the unique aspects of the Chinese market.

Serge Godefroid (left), Director of Michelin China Research & Development, networks at the CIIE. Source: Michelin

As previously stated by Matthew Ye, CEO and President of Michelin China and Mongolia, each CIIE is filled with unknowns and challenges. However, it is precisely these encounters that spark Michelin's innovative inspiration and drive the continuous enhancement of products.

"For Michelin, the CIIE effectively connects China with the world," said Wu. "It enables advanced foreign technologies and high-quality suppliers to enter the Chinese market more rapidly, showcasing the strength of enterprises. At the same time, it allows the world to gain a deeper understanding of China, a thriving and vibrant consumer market."

As for the sense of connection brought by the CIIE, Wu added, "apart from expanding the circles of business partners and ecosystems, many friends who are not often seen end up meeting with each other at the CIIE. This unique platform provides everyone with the opportunity to come together, exchanging ideas on the future development of enterprises in China. This face-to-face, dynamic clash of ideas itself is another valuable asset bestowed by the CIIE."

Now, preparations for the new CIIE are already underway, with Michelin actively planning its exhibition. From product displays to shared ideologies, this adventure revolving around innovation and connection continues to unfold.

Disclaimer

The information in this article is compiled from materials provided by relevant parties participating in the CIIE and media reports,  with the CIIE Bureau objectively compiling relevant content. The CIIE Bureau does not take responsibility for disputes or losses arising from the following circumstances: deviations in expression due to outdated information updates; readers' subjective judgments or actions based on this article; unauthorized alteration or dissemination of the content by third parties.