It has been awhile since I attended a tyre launch event, but a blast from the past that's still alive in the memory is the launch of the Michelin Primacy LC back in 2009. Held in Thailand, we were given big comfy sedans to experience the touring tyre (I drove a previous-gen Nissan Teana), which had silence as its USP. It was really quiet.
Time flies, we get older and tyres fade away. Michelin recently held a regional launch for the Michelin Primacy 3 ST, a new tyre that replaces both the Primacy LC and Primacy HP. There's some consolidation going on as the LC is comfort oriented, while the HP is the sporty one in the Primacy range.
The Primacy 3 ST offers the best of both worlds, so to speak, and is targeted at passenger cars that don't need expensive high performance tyres and the compromise in comfort that they bring. Everything from a Honda Civic and Toyota Corolla Altis to limos like the Mercedes S-Class and Lexus LS are within target.
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