We focus on long-term relationships

We focus on long-term relationships

Roland Steinberger has been in the tire industry since 1996. Until 2012, he was able to gain experience in various positions, including as a sales consultant, in the field service, as a branch manager and sales manager for Austria. In 2012, the former professional ice hockey player and amateur motorcycle racer joined Michelin as sales manager for passenger car tires. Since End of 2020 he is now managing director of the French premium brand in Austria. We asked the tire professional for an interview.

Mr. Steinberger, as the new managing director, you know the tire business at every level: What will Michelin do differently in Austria now under your leadership?

The aim is to place our premium products even more prominently in the Austrian market in all segments - of course this can only be achieved through close and active cooperation with our trading partners. It is important to develop sensible concepts in existing collaborations, but also beyond, so that we can optimally respond to the needs of our partners and customers in the long term. Of course, our sales team also plays an important role in making our engine even more audible. We have set it up so that it can be particularly close to customers and the market with its know-how and service.

Michelin has a wide range of cars and motorcycles. How is sales currently distributed?

Despite the difficult circumstances in 2020, we were successful in both segments. In the passenger car sector, we recorded solid winter tire business with our flagship products Michelin Alpin 6 and Michelin Pilot Alpin 5, and we also further expanded our share in the popular SUV business. Even though we are currently still firmly anchored in winter temperatures, we are now concentrating on the coming tire changing season. We also recorded growth in the motorcycle and scooter sector, partly because in the second half of the year there was an increase in the approval of driving licenses for the various motorcycle classes, which consequently led to an increase in two-wheeler sales.

What growth potential do you still see for Michelin in the domestic market? And how do you plan to achieve this growth?

We see ourselves as a sustainable mobility provider. We would like to make our customers even more aware of the many advantages of investing in sustainability. A tire is not just black and round, but is characterized by important properties such as quality, durability, low rolling noise and fuel efficiency, which can make the difference in terms of sustainability. In the truck business, we rely on sustainable fleet solutions or our multi-life concept Michelin Remix.
We would like to continue to grow with our trading partners. The challenges of last year caused by the pandemic have shown us how important it is to have a good network characterized by commitment and trust. Always interested in long-term relationships, we would like to specifically discuss the upcoming challenges with our trading partners and create synergistic solutions. Of course, always with the aim of finding the perfect match with our products in conjunction with high-quality service in order to inspire the end consumer with our brand.

From your Michelin perspective: Will car dealerships continue to challenge tire retailers for market share in the medium term?

Both channels are necessary to reach our end customers. Topics such as digitalization, service and customer orientation will show how developments continue. If you ask me personally, I am convinced that there will be no major shifts here in the short or medium term.

Michelin has shown a prototype tire of the future with Uptis – an airless tire. Do you already know more about whether and when the tire will go into series production?

Uptis stands for Unique Puncture-proof Tire System, the first near-production, airless concept tire that is characterized by almost infallible puncture protection and is designed, for example, for electromobility, car sharing or autonomous driving. The market launch of the Michelin Uptis on the first car models is planned for 2024. The tire prototype was developed together with General Motors and has been tested on the Chevrolet Bolt electric car since 2019. In 2019 it was awarded the Golden Steering Wheel as 'Innovation of the Year', among other things. I am sure that it would be just as well received in a sustainable mobility country like Austria in the future. By the way, we not only design puncture-free tires, we also network them. Michelin wants to have all of its car tires by 2023 RFID chips equip. When it comes to the mobility of the future, we simply cannot be stopped.