Michelin Australia and MK Motorsports have opened the doors to the country’s first dedicated High Performance concept tyre store, to target the needs of discerning performance enthusiasts. Based in Clayton, Victoria, the concept allows the French tyre giant to strategically align themselves with a specialist in an array of aftermarket parts and high-performance products. These products would typically include wheels, exhausts and Michelin’s track-bred high-performance tyres.
By aligning themselves with a performance specialist such as MK Motorsports, Michelin says the move allows the company to further connect with its premium, performance-minded consumers.
After a thorough selection process, Michelin Australia says it chose MK Motorsports based on the trusted relationship the companies have shared for many years, allied with the depth of experience MK Motorsports has in the local aftermarket landscape.
The process to develop the High Performance concept store saw Michelin test several concepts over the past years prior to finalising the location, visual identity and layout together with MK Motorsport’s owner, Mickey Kapoor.
“We wanted to offer customers the most compelling shopping experience and the world’s best automotive brands under one roof,” said Mr Kapoor. “We feel the result delivers a unique, tailored experience to our target customers when selecting tyres for their vehicle.”
“The store’s target audience of car clubs and performance enthusiasts share our passion for all things motoring,” said Swaroop Tulsidas, Marketing Manager for Michelin Australia. “With the concept store’s particular focus on the high-performance market, we’re confident these customers now have a definitive destination for the best expertise, friendly service, state-of-the-art equipment and the finest performance products available.”
Michelin says it does not have any short-term plans to open up a network of stores specialising in high performance in Australia as all Michelin tyres are available from their authorised dealer network throughout the country.