MICHELIN, the world's tire technology leader, hosted a thrilling yet professional car racing experience for brand loyalists across Middle East and Africa for the very first time, at the Michelin Pilot Sport Experience in Kuala Lumpur, Malaysia. Held at the prestigious Sepang International F1 Circuit between Aug. 17 and 24, 2015, motoring enthusiasts from the region joined a very select group comprising members from over 15 countries who were able to enjoy this rare and unique opportunity of experiencing the rush of piloting some of the most competitive racing cars in the world of motorsports. “Michelin's affiliation with mobility has been long, prolific and rewarding, tapping into numerous opportunities to consistently strengthen its bond with safety and innovation,” said Philippe Verneuil, Chairman and President of Michelin Africa, India and Middle East Zone (AIM). “The Michelin Pilot Sport Experience is an event we consider of great importance as it allows us to demonstrate, to our customers and fans of motorsports, how the brand actually measures up to its high standards of safety and quality. We are delighted to have received participation from the Middle East and Africa region this year as they form a key part of our target market.” Celebrating its 10th edition in 2015, the Michelin Pilot Sport Experience engaged Michelin fans from across UAE, Saudi Arabia, Kuwait, Qatar, Bahrain, Egypt and South Africa this year, to participate in a series of contests run across multiple digital platforms. 10 lucky winners were awarded a once-in-a-lifetime opportunity to take part in a variety of racing experiences. The highlight of the event was a ride in laps driven by professional racers in legendary motorsports cars such as the Lamborghini Gallardo GT3 and the Formula Le Mans. The MPSE event was founded to offer customers the unique experience of taking part in a professional-style racing competition, demonstrations and workshops on tyre technology and safety by industry professionals. The Michelin Pilot Sport Experience (MPSE) reflects Michelin's commitment to safety, bringing innovations from the ‘Track to Street' and delivering optimum and total performance through Michelin tires to motorsports racers. — SG
