MICHELIN
THE EV TIRE AUTHORITY
EV drivers needed a trusted source for tire education. We gave Michelin the platform, and the proof.
OVERVIEW
As EV adoption accelerated, so did consumer confusion around EV-specific tires — the unique demands of electric vehicles on tires, from torque management to range efficiency, were widely misunderstood. Michelin had the answers. MotorTrend had the audience.
MotorTrend partnered with Michelin to build a comprehensive, multi-platform content and media campaign that would educate EV owners and intenders, validate Michelin's product leadership, and drive consideration through the most credible automotive voice in the industry.
The campaign operated across four distinct pillars: long-term fleet branded content putting Michelin tires through real-world EV testing, integration into The InEVitable vodcast at Porsche Rennsport Reunion 7, a fully sponsored EV Tires Learning Center on MotorTrend.com, and a robust targeted digital and native media package — all working together to establish Michelin as the definitive authority in the EV tire space.
MY ROLE
Concept & Media Strategy
Proposal Development
Budget Allocation & Management
Cross-Team Collaboration with Programming, Production, Editorial, Experiential, Social, Sales, Legal, Creative Services
Insights & Performance Optimization
CAMPAIGN DETAILS
Branded Content
Editorial Integration
Experiential Activation
Vodcast Integration
Editorial Sponsorship
Native Content
Social Distribution
Targeted Digital Media
TESTING VIDEOS
Michelin Pilot Sport EV: Lucid Air
MotorTrend swapped the tires on two long-term editorial vehicles with Michelin EV replacements and put them through real-world EV driving before the cameras ever rolled. Ten branded content videos were produced across both vehicles and distributed on MotorTrend Facebook and Instagram.
Michelin Defender LTX M/S: Ford F-150 Lightning
THE INEVITABLE PODCAST
MotorTrend took The InEVitable podcast on the road to WeatherTech Raceway Laguna Seca for Porsche Rennsport Reunion 7. Hosts sat down with Michelin's North American Director of Motorsports and Original Equipment Product Category Manager for an in-depth conversation about the future of EV tires, customer racing, and what it takes to stay ahead of the EV curve.
EV TIRES LEARNING CENTER
A dedicated destination on MotorTrend.com educating EV owners on everything they need to know about EV-specific tires. Michelin owned 100% SOV across the index page and all article pages — with logo lockup, custom articles, homepage showcase promotion, display ads, pre-roll, and a Shopping Tool Module driving users deeper into the Michelin ecosystem.
