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Multinational tire maker Michelin appointed three new importer-distributors in the Philippines to further expand its products and services to more industries such as mining, logistics, construction, and agriculture
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The three are: Bermaz Auto Philippines, BSB Junrose Corp., and Icon Equipment Solutions Philippines, Inc.
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Michelin Philippines managing director Jonathan Khong said since 2023, Michelin saw its business in the Philippines grow by more than 60% in volume, giving the company “confidence that the opportunities ahead remain significant”
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The company now has seven importer-distributors in the country
Multinational tire maker Michelin has appointed three new importer-distributors in the Philippines to further expand its products and services to more industries such as mining, logistics, construction, and agriculture, buoyed by business growth and the country’s growing mobility needs.
Michelin named Bermaz Auto Philippines, BSB Junrose Corp., and Icon Equipment Solutions Philippines, Inc. as its new importer-distributors, growing its partners in the country to seven.
“As Michelin continues to grow, so do the opportunities before us. Customer expectations are evolving, new opportunities are emerging, and mobility itself continue to change. The next phase of growth will require broader capabilities, deeper expertise, and more specialized engagement. And that is why we are strengthening our ecosystem. We are building on existing strengths, but adding new capabilities to position Michelin to serve a broader range of customers and industries across the Philippines,” Michelin Philippines managing director Jonathan Khong said in a speech during the company’s distributor event on August 24.
Khong said Bermaz Auto brings extensive experience in dealer operations, after-sales service, and customer engagement, complementing Michelin’s existing strengths in retail distribution and helping serve evolving consumer expectations across a broader range of mobility channels.
PSB Junrose serves commercial transportation fleet operators and industrial customers across the Philippines. Khong said PSB Junrose’s deep understanding of commercial operations strengthens Michelin’s ability to support customers who depend on mobility everyday to keep their businesses moving.
Icon’s extensive experience supporting customers across construction, mining, ports, agriculture, defense, mobility, and industrial applications, meanwhile, will help Michelin move closer to customers “operating in some of the most demanding conditions in this country”, Khong said.
The expansion of Michelin’s distribution ecosystem is part of its strategy to go beyond passenger cars and “serve segments that, in our view, [are] underserved today, which are more of the industrial applications and commercial applications”, Khong told reporters in an interview at the sidelines of the event.
In his speech, Khong said the future of mobility also includes “logistics fleets delivering goods across the country; construction equipment building roads, bridges, ports, and communities; agricultural machinery supporting food production; industrial equipment driving productivity; and mining operations supporting economic development.”
60% volume growth
The expansion is also buoyed by growth in the business and opportunities in the Philippines’ evolving mobility.
Khong said since 2023, Michelin saw its business in the Philippines grow by more than 60% in volume.
“That growth give us confidence that the opportunities ahead remain significant,” Khong said.
The Philippines is also one of Michelin’s fast-growing markets, with growth opportunities given its large and youthful population, growing mobility needs, expanding logistics network, and increasing infrastructure investment.
Moreover, he said Michelin sees the increasing interest and use of electric vehicles (EV) in the country “as a huge positive”, noting that their tires are EV-ready and can support any range.
Aside from the new importer-distributors, Michelin also plans to expand its TyrePlus stores to over 30 in the next two years. The first TyrePlus, Michelin’s a one-stop center for vehicle maintenance services, opened last year in Chino Roces, Makati.
Michelin, however, currently does not have plans to resume manufacturing operations in the Philippines but remains open to it when it becomes viable in the future, Khong said. Michelin had a factory in the Philippines in the 1990s but stopped operations in the 2000s following its transition to a partner-led business model.— Roumina Pablo
