Michelin India targets premium SUV market with Latitude Sport 3

Michelin India has launched what it calls its internationally acclaimed premium range of SUV tyres in India – the Latitude Sport 3.

The product, a third generation of the Latitude on-road SUV and CUV tyres in the Michelin line-up, is aimed at SUVs, a segment that has seen action with the launch of vehicles such as the Ford EcoSport and is slated to see a few new introductions as well.

In a press note, the company said the LS3 stops 2.70 metres shorter on wet roads with 4 percent improvement in dry braking and is more fuel efficient because of 25 percent reduction in rolling resistance than the previous generation tyre. The tyre is said to provide a high level of comfort and maximum torque transfer when braking or accelerating, thus improving steering precision.

With its unique tread pattern with variable tread blocks, the tyre also uses an innovative tread compound with the latest generation of elastomers for greater longevity and a two-ply casing to provide enhanced strength. LS3 leverages Michelin Total Performance, the company’s technology strategy, to develop tyres capable of simultaneously delivering superior levels of performance in safety, fuel efficiency, grip, longevity and performance, the note said.

Mohan Kumar, commercial director, Michelin India, said, “We are delighted to bring the iconic Latitude Sport 3 tyres to the Indian market at a time when demand for premium SUVs in India is growing.”

The LS3 is factory-fitted on cars such as the new Porsche Macan and BMW X5. Available nationally at Michelin premium dealerships the Michelin Priority Partners and the Tyre Plus network, the tyre will be offered in 4 sizes in the first year of its sale.