Michelin is looking beyond passenger cars to drive its next phase of growth in the Philippines, targeting the country’s mining, agriculture, logistics, construction, and other industrial sectors.
Jonathan Khong, managing director of Michelin Philippines and Pacific Islands, said the French tire maker sees significant room to expand in commercial and industrial applications, which currently account for a smaller share of its Philippine business.
“Mining is something that has a lot of potential here in the Philippines. We also know that agriculture, logistics, and transportation are industries that form an important part of the economy,” Khong said.
“We want to contribute to the productivity and improvement of these industries,” he added.
Michelin’s Philippine tire sales have grown by more than 60 percent since 2023, strengthening its confidence in the market and prompting the company to target segments it considers underserved.
The company is widening its distribution network with three new importer partners. Bermaz Auto Philippines will handle passenger vehicles, BSB Junrose will focus on commercial transportation and fleets, while Icon Equipment Solutions Philippines will cover construction, mining, ports, agriculture, defense, and other industrial applications.
The appointments bring Michelin’s Philippine importer network to seven.
Khong said industrial tires could help businesses improve productivity, safety, and sustainability, particularly in operations where equipment faces heavy loads, long hours, and difficult terrain.
“We do see a huge potential in that segment,” he said, adding that Michelin intends to expand industrial applications while continuing to grow its passenger-car business.
The push comes as industries such as mining and logistics expand their equipment and transport requirements, creating demand for tires that can withstand more demanding operating conditions.
Despite its growth ambitions, Michelin currently has no plans to resume tire manufacturing in the Philippines. A significant portion of its Philippine supply is sourced from Thailand.
Khong, however, said the company remains open to local production if market conditions eventually make manufacturing in the Philippines commercially viable.
For now, Michelin is choosing a lighter-footprint route to expansion, using a broader importer network to get its products deeper into industries where tire performance can directly affect operating costs, safety, and productivity.
