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Michelin Launches Sport Touring Online Dealer Education Program

Innovative dealer education and sales training website allows 24/7 access to information about the company’s all-new Sport Touring radial.


Michelin debuted its new motorcycle-tire dealer-training website,, at Dealer Expo. A similar training tool has been used by Michelin’s automotive tire business, with increased dealer sales resulting from the information available on the site.

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The new site follows the recent introduction of the Michelin Pilot Road 3 sport touring motorcycle tire featuring “2CT” dual compounds and the all-new “XST” X-Sipe technology.

The training website will provide a full interactive experience to understand the Michelin Pilot Road 3 tire.

“This dealer-training initiative is the first of its kind in the motorcycle tire industry,” said Casey Morris, marketing and communications manager for Michelin North America’s two wheel division.  “As our program gets under way with the Michelin Pilot Road 3 tire, we look to provide our dealer base with the tools and knowledge needed to increase sales and capitalize on the features and benefits of this benchmark tire.”


Throughout 2011, will expand from the Pilot Road 3 tire to the entire Michelin motorcycle tire lineup, providing dealers with information such as tire features, benefits and sales techniques.

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