Michelin has officially launched its latest innovation in tyre technology for everyday drivers in Australia — the new Michelin Primacy 5. Engineered for premium comfort, enhanced safety and longevity, and optimised for both internal combustion and electric vehicles, the Primacy 5 sets a new benchmark in all-season touring tyres.
With its tagline, “Confidence Made to Last,” the MicheIin Primacy 5 delivers exceptional wet-weather performance, extended tread life, and a quieter, more comfortable ride. According to Michelin, the tyre is up to 24% more durable than other premium brands and offers up to 13% shorter braking distances when worn — making it a safer, smarter choice for modern drivers.
Comfort, Safety and Sustainability in One Package
David Laing, Marketing Manager for Michelin Australia, said the new tyre has been purpose-built for the demands of today’s vehicles.
“Modern vehicles, particularly hybrids and electric vehicles, place increased demands on tyres due to their higher weight and horsepower. The Michelin Primacy 5 has been optimised to handle these demands, while reducing environmental impact,” Laing explained.
The tyre incorporates Michelin’s Silent Rib Gen-3 technology for reduced road noise, MaxTouch construction for longer tread life, and EverGrip technology for sustained wet grip performance. Additionally, its rolling resistance has been reduced by 13%, helping EV drivers squeeze more range from every charge — a welcome benefit in today’s electrifying automotive landscape.
Dealer Confidence: “It’s What I Trust on My Own Cars”
Abraham Jevaherjian, owner of Tyreplus North Sydney and a seasoned tyre industry expert with decades of experience, knows tyres better than most — and he doesn’t just sell Michelin; he fits them to his own vehicles.
“I’ve got around 18 cars at home — daily drivers and historic cars — and almost all of them are on Michelin tyres,” Abraham shared. “If they’re not, and I buy one that comes with something else, I take them off and put on Michelins.”
Abraham highlighted the tangible benefits customers experience with the Primacy 5: “You travel long distances and get out of the car feeling fresher. It takes away the bouncing rebound that usually fatigues you on rough roads. It’s also kinder to your suspension, saving on wear and tear and maintenance costs.”
Despite its positioning as an everyday touring tyre, Abraham says the performance is surprisingly robust.
“I’ve got the Primacy 5 on a Subaru Liberty all-wheel-drive — it’s very quiet, very comfortable. But if I want to push it a little, the grip’s still great. It doesn’t fall short of what you’d expect from a performance tyre like the Pilot Sport 5.”
Michelin: More Than a Reputation
Abraham also reflected on Michelin’s long legacy, noting that while many know them for their performance and motorsport pedigree, their reach goes much further.
“They started with bicycle tyres. Now, they’re in mining, aviation — even those tyres cost tens of thousands of dollars each. It’s all about quality and value over time,” he said. “Yes, they’re a bit more expensive up front, but the longevity and safety are unmatched.”
He recalled a real-world incident involving his daughter to illustrate the safety value: “She narrowly avoided an accident — stopped just in time while the car behind her couldn’t and rear-ended her. That stopping power makes a difference. It’s not just marketing.”
Available Now — With More to Come
The Michelin Primacy 5 is available across authorised Michelin dealers in Australia in 30 dimensions ranging from 16 to 19 inches. An additional 15 sizes will be introduced in 2025. All 18-inch and above versions feature a refined full-ring velvet sidewall aesthetic, adding visual appeal to its technical superiority.
As more Australians embrace hybrid and electric vehicles, and the demands on everyday tyres grow, Michelin’s latest release is timely. With real-world validation from experienced retailers like Abraham Jevaherjian and technical improvements across comfort, safety, and sustainability, the Michelin Primacy 5 is poised to become a go-to tyre for confident, long-lasting performance on Australian roads.
