We interviewed Juan José Pedrayes, head of marketing Communication at Michelin

Michelin Juan Jose Pedrayes

If we talk about tyres it is impossible not to appoint Michelin. This French manufacturer was founded in 1889 and initially began making bicycle tire. Subsequently the rise of the automobile began to be apparent and Michelin have managed to exploit it to be one of the most important firms today. Recently we had the opportunity to visit their factory in Vitoria, to learn more about his work.

we have Now been able to speak with Juan José Pedrayes, which recently premiered the position of Responsible Commercial Communication of Michelin for Spain and Portugal. Juan José has already 36 years within the company, playing several different positions in the field of sales, marketing and communication. This is why we have found the right person for us to respond to this interview and thus to be able to know some details of the Michelin guide.

Today Engine: Michelin in the year 34 began to be manufactured in Spain. How do you see the brand in our country for the long term (20-50 years, for example)?

Juan José Pedrayes: manufacturing in Spain began in Lasarte (Guipúzcoa) in 1934, but the company was already established commercially since 1909. At present, the four factories that Michelin has in our country are a reference, and have contributed to the generation of wealth in the places where they are deployed. During all these years, Michelin has evolved so much in the industrial activity as in the organization of trade and logistics for adapting to the demands of the times. The brand and the doll, Michelin, our dear Bibendum, are known, respected and loved by a large part of the public of our country. Our strong industrial culture and shopping, good results, and the competitiveness and capacity of adaptation of the factories, allow us to view the future with optimism. We want to be able to continue serving our customers for many more years.

AM: How has been adapted to Michelin to the fashion of the SUV vehicles requiring measures rare or non-existent until a few years ago?

JJP: more To us than a fashion is a logical evolution of a changing market and full of opportunities. The area, dimensional has evolved a lot in the last few years and if we talk about the SUV segment, the transformation has been very important. This segment weighs today around 10% of the market and forecasts that we have in 2017 is that, despite a slowdown in 2016 , we return to the pace of growth of previous years. This circumstance makes the SUV one of the engines of the market and a clear opportunity to improve the value.

AM: what is the tire the more hope you have the brand and why?

JJP: All the products of the range, Michelin have a reason to generate “hope” because they respond adequately to the needs of consumers. In addition to all the past releases have been a major leap forward in technology and benefits that we have distanced themselves from the offer of our competitors. One of the models that more recommendations are generated by those who have tried the MICHELIN Cross Climate, a summer tyre that behaves beautifully at low temperature, with a wet floor, or even with snow, avoiding having to buy chains or winter tires.

Michelin CrossClimate

AM: Plans for the future in the world of competition. Will we get the Formula 1 pass of the wheel 13 wheels more chords on the market? What is your opinion of moto GP with rim 17?

JJP: For Michelin competition is an excellent test bed to develop technological innovations that we can apply to our products street. WRC, WEC, Formula E, Dakar and MOTOGP are the scenarios in which we demonstrate our technological capability and innovative with the objective of offering users products that are safe, durable and sustainable. The use of the tire 18 in WRC, WEC and Formula E allows us to work trasvasando new technologies “of the circuit to the road.” A Formula 1 wheel 13 does not enter into our plans.

In regards to MOTOGP, one of the conditions for entering was to move to the rim 17 which are used by all the sports bikes on the market, always with the same ambition to get in the competition on innovative solutions for tires for the street. We are very satisfied of this first season as well as the conclusions and the product is set for the next season.

Michelin Pilot Sport 4 S

AM: Energy Saver, Primacy, Pilot Sport, SuperSport, SportCup…. Michelin has a few “ranges” compared with other brands. How covers the entire market?

JJP: The different models existing in the range of tyres that Michelin will respond to the different profiles of consumers that we have determined the continuous market research we are conducting. After we analyze the needs of each profile, and is the design of the product or the service that responds to those needs. With the Brand Michelin we intend to have the product/service that better responds to the needs of each profile of consumers who have chosen to serve.

AM: Just got out the Michelin Guide to Spain Portugal to 2017. What do you think of the red guide to format paper in a world that is so computerized?

JJP: The MICHELIN guide to Spain and Portugal to 2017 has been full of good news for the gastronomy of Spain and Portugal. A new 3-star, seven establishments 2 stars and no less than 22 restaurants from 1 star to demonstrate the growth and level of gastronomy of Spain and Portugal, always been very important to our tourism offer. The guide provides both on paper and in digital format (App, guide.michelin.is viamichelin.is, etc).

The paper format remains in high demand by our individual customers and companies. The consumption of information today is mixed, digital and print, depending on the needs of each moment and of each user.

gala_guia roja michelin 2017

AM: what is the client type of a Michelin Guide?

JJP: The customer of the Michelin guide is a traveler, gourmet, challenging, and that trust in a publication with more than 100 years of experience, absolutely modern, rigorous and independent, which offers a selection of the best hotels and restaurants in all categories of comfort and price.

AM: There is a certain controversy due to the number of Michelin stars in Spain with respect to the population and number of restaurants compared to other countries, why these results, when Spain is the country of sun and gastronomy?

JJP: The cuisine is not a matter of mathematics or statistics. Each country has its history and gastronomic culture. Without doubt, Spain and Portugal have a background and a gastronomic level that year after year reflects the publication. The inspectors of the guides, true professionals with a great experience, visit throughout the year anonymously establishments around the world, allowing them to reflect objectively the major growth gastronomic that it is happening in Spain, Portugal and, also, at the international level.

And this has all been. Many thanks to Juan José Pedrayes and Michelin for working with us on this interview.