Michelin Philippines is strengthening its distribution network through a more specialized ecosystem that aligns expertise with the distinct requirements of different customer segments. Rather than taking a one-size-fits-all approach, Michelin is building a model that reflects how customers buy, operate, maintain, and manage their vehicles and equipment.
The enhanced ecosystem improves how Michelin serves a wide range of customers, from automotive dealerships and vehicle owners to logistics operators, industrial businesses, contractors, and mining companies.
To that end, Michelin Philippines has appointed Bermaz Auto Philippines, BSB Junrose, and Icon Equipment Solutions PH to become importers and distributors for its Passenger Car, Commercial Mobility, and Specialized Segment ranges, respectively.
This expanded ecosystem complements Michelin’s existing importer-distributor network—Drakester, Inc., Entire Car Care Centre, Inc., Ryco, Inc., and Tiara Commercial & Industrial Corporation in strengthening the tire brand’s overall market overage.
Under the new partnership, Bermaz Auto Philippines will carry Michelin OE fitment and vehicle-specific tires for major passenger car brands enabling car buyers to purchase Michelin tires more readily and more cost-effectively at their preferred dealership. Bermaz Auto Philippines will also carry a range of BF Goodrich tires for OE fitment enhancing the overall ownership experience.
This move represents an expansion of Michelin’s route-to-market capabilities. It reflects the company’s long-term confidence in the Philippines and its vision of building a more responsive, customer-focused, and future-ready mobility ecosystem. As customer needs continue to evolve across passenger mobility, commercial transportation, and industrial applications, Michelin is investing in a model that brings the right expertise closer to the customers it serves.
“At Michelin, we believe mobility is one of the foundations of human progress. As the Philippines continues to evolve, we want to ensure we are evolving alongside our customers,” said Jonathan Khong, Managing Director, Michelin Philippines. “This expansion reflects our long-term commitment to the country and our confidence in its future. By strengthening our distribution ecosystem, we are bringing greater expertise, stronger support, and more relevant solutions closer to the industries and communities that keep the Philippines moving.”
With more than 130 years of innovation and mobility leadership, Michelin continues to invest in technologies, solutions, and partnerships that help customers move more safely, efficiently, and sustainably. The Philippines remain an important market within Michelin’s Asia Pacific footprint, supported by increasing demand for premium mobility solutions across both consumer and industrial sectors.
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