When it comes to vehicle safety, comfort, and long-term value, one of Australia’s most experienced tyre retailers has a simple message: tyres matter more than you think.
Abraham Jevaherjian, owner of Tyreplus North Sydney and a veteran of the tyre and mechanical industry, has decades of hands-on experience helping drivers choose the right rubber for their vehicles. But when it comes to his personal fleet — which includes 18 cars ranging from daily drivers to historic vehicles — he only chooses one brand: Michelin.
“If they don’t come with Michelins, I swap them over,” Abraham says. “I don’t want to save a few dollars and then regret it when I’m trying to stop in an emergency.”
Comfort and Control — Even on Australia’s Worst Roads
Sydney’s road network is known for its rough surfaces and potholes. For drivers clocking up long distances in these conditions, Abraham says tyre quality directly affects fatigue and vehicle wear.
“After a long drive on rough roads, with inferior tyres you get out feeling beat up,” he explains. “With a tyre like the Michelin Primacy 5, the construction and tread design absorb a lot of that. You stay fresher, and your suspension components last longer.”
He adds that good tyres supplement the suspension system by smoothing out road imperfections — something most drivers don’t consider until they face big repair bills for worn-out shocks, bushings, and ball joints.
What’s New with the Primacy 5?
Michelin’s newest generation touring tyre, the Primacy 5, has launched in Australia with major improvements in wet braking, noise reduction, and environmental performance. It’s built to handle the increased weight and torque of electric vehicles but remains perfectly suited to traditional petrol and hybrid models.
Abraham has already put the new Primacy 5 through its paces on his all-wheel-drive Subaru Liberty.
“I was genuinely surprised. It’s not marketed as a performance tyre like the Pilot Sport 5, but the grip is excellent. It’s very quiet, very comfortable, and handles really well even if you push the car a bit,” he said. “For a tyre that’s meant to be your everyday all-rounder — it absolutely delivers.”
The Primacy 5 features Michelin’s Silent Rib Gen-3 technology for reduced road noise and MaxTouch construction for extended tread life. It also boasts up to 13% shorter wet braking distance when worn, compared to other premium brands — a safety feature Abraham says drivers should not underestimate.
“My daughter avoided an accident because the tyres stopped her car in time,” he recalls. “Someone braked hard in front of her, and she just stopped short. The car behind her didn’t and hit her. That’s the kind of moment when tyre quality really matters.”
Premium Price, Long-Term Payoff
For price-sensitive buyers, Abraham admits that premium tyres may seem more expensive at the outset — but insists the value shows up in safety, lifespan, and peace of mind.
“Think of it like using ethanol petrol and expecting performance. You won’t get the same results as premium 98,” he says. “Michelin costs more upfront, but it lasts longer, performs better, and can make the difference in an emergency.”
The Takeaway: Don’t Wait Until It’s Too Late
Abraham encourages all drivers — especially those with EVs, SUVs or family vehicles — to invest in tyres that can go the distance and stop when it matters most.
“People will spend thousands upgrading sound systems or paint protection,” he says. “But tyres are the only thing connecting you to the road. Choose wisely.”
The Michelin Primacy 5 is now available at Tyreplus and authorised dealers across Australia in 30 sizes (16–19 inches) — making it easier than ever to drive with confidence that lasts.
