Michelin Primacy 5 Hits the Middle East & Africa Markets

If you know cars well, you already know tyres are more than just circular pieces of rubber. They are the only contact patch with the road below and hence, are of paramount importance. The Michelin Primacy 5, one of the best-rated tyres globally, has officially landed in the Middle East and Africa. This next-gen rubber delivers what we all chase — performance and longevity, and even adds a bit of a cleaner conscience in for good measure.

Carving through urban highways in a hot hatch, cruising the coast in a plush sedan, or hauling the family in your SUV? Michelin’s latest offering is engineered to elevate the everyday driving experience. And the best part? It’s not just for petrol lovers — it’s tailor-made for ICEs, hybrids, and EVs alike.

Performance That Lasts 

Let’s get this out of the way: Michelin claims the Primacy 5 is a serious upgrade over its predecessor. We’re talking an 18% increase in lifespan, that’s about 7,000 extra kilometres of rubber-burning action before you need a new set. Michelin also claims to have done the tyre life stretch without compromising on wet grip or ride comfort.

Thanks to a 10% deeper groove depth and a newly patented tread pattern, wet braking gets a 4% boost too. So in the rare case that the heavens open and the tarmac turns slick, you’re still in control.

The Middle Eastern market is no joke. Between the relentless summer heat, unexpected sandstorms, and a growing mix of petrol, hybrid, and electric vehicles, tyres here take a beating. Michelin’s response? A tyre that balances the demands of EV torque, hybrid regen braking, and front-heavy combustion-engined cars with grace.

The Primacy 5 is engineered for hatchbacks, sedans, crossovers, and SUVs, giving it mass-market appeal. This tyre is built to deliver comfort, silence, and control across the board.

The Tech Behind The Rubber

Petrolheads know it’s the hidden tech under the surface that separates good tyres from great ones. The MICHELIN Primacy 5 is loaded with it:

• Michelin EverTread Technology increases the void ratio by 13%, improving water evacuation and giving you confidence even when the roads are soaked.

• Michelin EverGrip Technology ensures braking remains sharp throughout the tyre’s lifespan. These aren’t tyres that lose their bite halfway through their life.

• Silent Rib Gen-3 with multi-zoning void tuning keeps cabin noise to a minimum. A big win for EV drivers who often hear tyre noise out loud, and for anyone who appreciates a refined ride.

• MaxTouch Construction spreads out braking, cornering, and acceleration forces evenly across the tyre surface, meaning better grip and even wear. 

The Sustainability Angle

Michelin isn’t just talking the green talk — they’re walking it with a 6% lower environmental impact according to life cycle assessments. With an 18% longer lifespan and 5% less rolling resistance, the Primacy 5 helps you burn less fuel (or electricity), go further, and toss fewer tyres into landfills.

This aligns with Michelin’s “All Sustainable” strategy, where every new tyre must outperform the last not just in performance, but also in efficiency and eco-friendliness. Over 40 sizes are rolling out in 2025, with another 30 expected in 2026. 

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