Michelin focuses on digital mobility beyond the classic tyre

Anyone who enters a Michelin exhibition stand and sees only a few tyres will experience a deliberate break with expectations. The reduced physical presence is no coincidence, but rather an expression of a strategic change. The long-established manufacturer is increasingly positioning itself as a mobility provider and focusing on digital solutions. In doing so, the company is responding to the changing requirements of its customers, which have long since gone beyond the pure tyre business.

From tyre manufacturer to mobility provider

Michelin's claim is clearly formulated: mobility should be thought of holistically. Tyres remain a core product, but they are now only part of a larger ecosystem. Daily exchanges with fleet operators and drivers show that issues such as safety, efficiency, driver loyalty and qualification are becoming increasingly important. This is exactly where digital applications come in, simplifying processes and creating new added value. The conscious focus on software and services illustrates that mobility today is organised on a data-driven basis. Digital tools make it possible to standardise processes, make information available more quickly and make decisions on a more informed basis.

MyInspection as a digital departure check

One of the applications presented is MyInspection. It digitises the departure check that every driver must carry out before setting off. Instead of paper-based checklists or inconsistent procedures, the check is recorded in a structured manner via an app. The condition of the vehicle can be documented, deviations are clearly recorded and immediately available. For companies, this means greater transparency and traceability. Safety-related checks are no longer dependent on individual habits, but follow a uniform digital process. At the same time, drivers are supported because the checks are clearly managed and fully documented.

MyRoadChallenge and playful driver loyalty

Michelin is taking a different approach with MyRoadChallenge. The app uses playful elements to strengthen drivers' loyalty to the company. Challenges are used to evaluate routes, reflect on driving styles and encourage positive behaviour. Motivation comes not from control, but from competition and recognition. This approach addresses a key issue in the industry: retaining qualified drivers. In an environment where skilled workers are in short supply, such soft factors are becoming increasingly important. Digital applications can build bridges here by enhancing everyday work and enabling participation.

MyTraining for the digitalisation of driver training

The third application, MyTraining, focuses on driver qualification. Training content can be provided digitally, learning progress documented and training flexibly integrated into everyday work. This does not replace traditional classroom training, but complements it in a meaningful way. Continuous training is crucial, especially when it comes to topics such as safety, efficient driving or dealing with new vehicle technologies. Digital training courses make it possible to refresh knowledge regularly and roll out new content quickly.

Digital focus as a response to new needs

The company's strong digital focus is a direct response to the needs of its customers. Mobility is becoming increasingly complex. Vehicles are connected, requirements are rising and the pressure for efficiency is increasing. Software solutions help to make this complexity manageable.

• Digital mapping of safety processes
• Structured recording of vehicle conditions
• Motivation and retention of drivers
• Flexible and scalable training concepts
• Better data basis for fleet decisions

Mobility as an integrated system

The transition from a pure tyre manufacturer to a mobility provider also means a change in self-image. Products and services are not viewed in isolation, but as part of an integrated system. Tyres provide data, digital applications process information, and ultimately an overall picture of mobility emerges. This perspective makes it possible to support customers throughout their entire mobility needs. The focus is not on the individual tyre, but on the safe, efficient and economical operation of vehicles. Digital solutions are the connecting element between technology, people and organisation.

Prospects for the future

The approach shown clearly illustrates the direction in which mobility is developing. Digital services are becoming a natural complement to physical products. Companies that shape this change at an early stage are creating scope for new business models and closer customer relationships. With its presentation, Michelin shows that this path should not be seen as a departure from its core business, but rather as a logical further development. Tyres remain important, but they are embedded in a digital environment that is redefining mobility. This is precisely where the strategic importance of the digital focus, which is visible at the exhibition stand, lies.