After seeing significant growth over the past few years, Michelin Philippines is now reinforcing its presence in the local market by expanding its distribution ecosystem.
Michelin is taking a customer-centric approach to this expansion, focusing on how customers buy, use, and manage their vehicles and equipment. It aims to align its expertise with the specific requirements of different customer segments.
The tire manufacturer has now appointed Bermaz Auto Philippines, BSB Junrose, and Icon Equipment Solutions PH as its newest importer-distributors, focusing on passenger cars, commercial mobility, and specialized segments, respectively. These three companies will strengthen Michelin’s integration within dealership networks and bolster its technical expertise and fleet-oriented support.
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Ultimately, Michelin is putting emphasis on how it can better serve automotive dealerships, logistics operators, industrial businesses, contractors, mining companies, and, of course, actual vehicle owners.
“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 Michelin Philippines managing director 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.”
