Both models earn top EU ratings for wet braking, energy efficiency and noise

Compatible with combustion, hybrid and electric vehicles

On sale Tuesday at TireMore outlets and official dealerships

The Michelin Pilot Sport 5 Energy, a high-performance sport tire launched in South Korea on Tuesday. [Michelin Korea]
The Michelin Pilot Sport 5 Energy, a high-performance sport tire launched in South Korea on Tuesday. [Michelin Korea]

Michelin is bringing two new tires to the South Korean market that aim to improve driving performance, tire longevity and energy efficiency all at once — a response to growing consumer demand for low rolling resistance, long tread life and quiet rides as electric and hybrid vehicles become more common.

Michelin Korea announced Tuesday that it will begin selling the Michelin Primacy 5 Energy and the Michelin Pilot Sport 5 Energy domestically.

Both products are designed to work across all powertrain types — combustion engines, hybrids and electric vehicles. Michelin said the development focus was on improving grip, durability and rolling resistance simultaneously, properties typically seen as trade-offs against one another.

Competition in the tire industry has intensified around high-efficiency, large-diameter products as electrification spreads and larger wheel sizes become more prevalent.

The Primacy 5 Energy is a summer tire built around ride comfort, efficiency and long tread life. It is the first tire in the Michelin Group lineup to earn an A rating in all three categories on the EU tire label — wet braking, energy efficiency and external noise.

Noise reduction was also a priority. The tire uses third-generation "Silent Rib" and "Piano Acoustic Tuning" technologies to suppress road noise not only when new but also after the tread has worn down to a certain level.

"MaxTouch" technology distributes contact force evenly across the tire's footprint, reducing concentrated wear during acceleration, braking and cornering to extend tread life. The tire is also engineered to retain wet-braking performance as it wears.

Technologies aimed at cutting fuel and energy consumption include a slimmer belt structure that uses less raw material while maintaining rigidity, along with an "Energy Passive 2.0" EMC. The goal is to reduce rolling resistance — lowering fuel consumption in combustion-engine vehicles and extending driving range in electric vehicles.

The Pilot Sport 5 Energy, launching alongside it, adds efficiency to a sport tire built around driving performance.

It is the first Michelin sport tire to earn A ratings in both wet grip and rolling resistance under EU tire label standards. Development centered on maintaining sharp responsiveness and grip while reducing energy loss.

The tire features "Dynamic Response" technology, which transmits steering inputs to the road quickly. Like the Primacy 5 Energy, it also incorporates Piano Acoustic and MaxTouch technologies to reduce road noise and tread wear.

"Bi-Compound" technology applies different materials to different parts of the tire. The center tread uses a "Grip Adaptive" EMC to enhance traction on both dry and wet surfaces, while the outer section uses an "Energy Passive" EMC to minimize energy loss.

Both new tires feature "Premium Touch" technology across the full sidewall, giving the surface a velvet-like texture.

The Primacy 5 Energy and Pilot Sport 5 Energy go on sale Tuesday at TireMore outlets and official Michelin dealerships nationwide. Available sizes for the Pilot Sport 5 Energy will be expanded gradually.

"The two new products combine energy efficiency, driving performance, safety and long tread life," a Michelin Korea official said. "Our goal is to deliver balanced performance regardless of vehicle type or driving environment."


kwater@heraldcorp.com