To many in China, the name "Michelin" is synonymous with fine dining. But how did a tire manufacturer end up defining the gold standard for global gastronomy?

"Many people actually get to know us through food first," said Song Fen, Vice President of Michelin China, in an exclusive interview with National Business Daily (NBD) during the China International Import Expo (CIIE).

As a global tire industry leader, the 137-year-old Michelin Group recorded total revenues of approximately €19.2 billion in the first nine months of 2026. In Tire Business's 2026 ranking of the top 75 global tire manufacturers, Michelin retained its top position with $24.097 billion in sales.

Over 37 years in China, the country has become both a "gym" and a "proving ground" for Michelin’s global operations. As China’s automotive industry accelerates toward intelligent transformation, how is Michelin navigating these new market dynamics, and how are tires becoming smarter in an era of rapid technological iteration?

Song Fen Photo/Zhu Yu (NBD)

NBD: Facing the intelligent transformation of the industry, how does Michelin view the Chinese market? What adjustments are you making to your growth strategy in China?

Song Fen: For Michelin, China is not only a core market of immense strategic significance, but also a new engine for our global innovation. We remain fully confident in the Chinese market. The diverse demands of Chinese consumers drive us to accelerate tech innovation and operate at "China speed."

In terms of growth strategy, we are deepening our integration into China’s automotive ecosystem on two main fronts:

First, we are rolling out specialized products such as the Primacy 5E and Pilot Sport 5E tires. While delivering exceptional performance, these products achieve new breakthroughs in energy efficiency and sustainability—embodying our philosophy of "performance enhanced by energy efficiency." This directly responds to the demands of auto manufacturers and consumers in the new energy vehicle (NEV) era.

Second, we are actively expanding the boundaries of what tires can do beyond traditional mobility.

Photo/Wen Menghua (NBD)

NBD: Beyond "China speed," what other certainties in the Chinese market is Michelin looking to capitalize on amid global market uncertainties?

Song Fen: China's long-term, stable macroeconomic policy environment demonstrates strategic vision, long-range planning, and dependable execution. This gives Michelin greater confidence to advance our green transition and digital innovation.

As China pursues high-quality development, industrial capabilities and consumer demand continue to upgrade. The continuous emergence of innovative market needs helps Michelin sharpen its competitive edge. In this process, Michelin continuously enhances its internal capabilities, building agility to respond rapidly to changing market conditions and evolving customer needs.