Michelin PH expands its distributor network with a focus on specialized ecosystems

Michelin is a legendary tire brand, having had a hand not only in the automotive industry since its infancy, but also in other aspects such as aviation, agriculture, materials, and more. You may even recognize them for the famous Michelin Guide, an international reference for some of the best restaurants and hotels all over the world.

The tire brand has also been in the country since the 1980s and has been expanding its reach locally, with a new office inaugurated last year, alongside officially introducing the Michelin Guide to the Philippines.

For this year, Michelin is appointing three new importers with a focus on specialized ecosystems that align with specific requirements instead of a “one-size-fits-all” approach of importing everything, in a bid to optimize and better support its different customer bases.

Firstly, Bermaz Auto Philippines (the distributor of Mazda Philippines) will handle passenger cars, especially the OEM dealer networks and customer experience, allowing for better integration with dealership networks to make finding OEM-specific tire sizes easier.

Talking to Steven Tan, the CEO of Bermaz Auto Philippines, he explained that they will be fulfilling orders from authorized dealers and even automakers that utilize Michelin and BF Goodrich products from the factory, such as Tesla and Honda. 

For commercial mobility, that’s courtesy of BSB Junrose, one of the biggest OEM parts distributors in the country, carrying brands like Liqui Moly, Brembo, Bosch, Hella, and more. They will be catering to fleets, maintaining the vehicles’ uptime with the likes of tire maintenance.

Finally, Icon Equipment Solutions PH will be catering to the specialized segments, with the likes of material handling, construction, agriculture, and mining. Michelin also makes heavy-duty rubber that can withstand the accelerated wear and tear brought about by these specific tasks.

“At Michelin, we believe mobility is one of the foundations of human progress. As the Philippines continues to evolve, we want to ensure we are evolving alongside our customers,” said Managing Director of Michelin Philippines Jonathan Khong. “This expansion reflects our long-term commitment to the country and our confidence in its future. By strengthening our distribution ecosystem, we are bringing greater expertise, stronger support, and more relevant solutions closer to the industries and communities that keep the Philippines moving.”

^{Photos from Michelin Philippines}