Aimed at performance car owners, the tyre store in Clayton, Victoria, is designed to establish Michelin alongside the aftermarket parts, high-performance product specialists supplying components such as wheels, exhausts and tyres.
Michelin said that aligning itself with performance specialist MK Motorsports allowed it to connect with its premium, performance-minded consumers.
Michelin said it chose MK Motorsports based on the trusted relationship the companies have shared for many years.
MK Motorsports owner Mickey Kapoor said: “We wanted to offer customers the most compelling shopping experience and the world’s best automotive brands under one roof.
“We feel the result delivers a unique, tailored experience to our target customers when selecting tyres for their vehicle.”
Swaroop Tulsidas, marketing manager for Michelin Australia, said the store has a target audience of car clubs and performance enthusiasts.
“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,” he said.
Michelin said it has no plans in the short-term to open up a network of high-performance stores because all its tyres are available from its national authorised dealer network.
By Neil Dowling
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