Michelin gains 3 new distributors for PH

MANILA: Michelin has expanded its presence in the country by bringing aboard three new local distributors. These are Bermaz Auto Philippines, BSB Junrose, and Icon Equipment Solutions Philippines. 

Notably, these companies aren’t just your standard retail outlets for the aforementioned tire brand. Instead, they are selected in connection with their current expertise and are meant to address three major market segments. 

• Bermaz Auto Philippines - due to its extensive experience as the distributor of Mazda cars in the local market, it was appointed as the latest distributor of Michelin passenger car products in the local market. This includes products such as the Primacy 5, Pilot Sport 5, and Primacy SUV - among others. 

• BSB Junrose - if the name sounds familiar, BSB Junrose is a well-known distributor and wholesaler of aftermarket and original equipment manufacturer (OEM) automotive parts in the Philippines. The company was chosen by Michelin to handle commercial vehicles and fleets, providing businesses with increased uptime and long-term value. 

• Icon Equipment Solutions Philippines - the company is primarily a heavy equipment dealer and rental provider. It carries Hyster forklifts and trucks, JCB heavy machinery, and AJAX concrete-related heavy-duty solutions. On that note, Icon was chosen to handle Michelin’s specialized segments, which are products that are connected to defense, material handling, construction, agriculture, and mining. 

With the three new distributors, Michelin’s local arm now has an “enhanced ecosystem” capable of serving a wider range of clients. This goes beyond a “one-size fits all” solution.

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Additionally, the expansion of Michelin’s distributor network represents the company’s long-term investment in the Philippine market. This goes hand-in-hand with its mission to make its cutting-edge developments easier to access, and ensure that local communities, as well as businesses, can “move confidently toward the future.”

“At Michelin, we believe mobility is one of the foundations of human progress. As the Philippines continues to evolve, we want to ensure we are evolving alongside our customers,” Michelin Philippines Managing Director Jonathan Khong said. 

“This expansion reflects our long-term commitment to the country and our confidence in the future. By strengthening our distribution ecosystem, we are bringing greater expertise, stronger support, and more relevant solutions closer to the industries and communities that keep the Philippines moving,” Khong added. 

Apart from the three new distributors, Michelin products in the Philippines also recognized its lineup of longtime distributors. These are Drakester Incorporated, Entire Car Care Centre Incorporated, Ryco Incorporated, and Tiara Commercial and Industrial Corporation. 

Michelin global performance report

Besides announcing its three latest distributors for the Philippine market, Michelin Asia-Pacific Vice President for Mining and Regional Leadership Team Antonio Mello also provided a snapshot of how the tire manufacturer is doing in terms of brand value, sustainability, and growth. 

As of 2026, Michelin has a brand value of approximately $10.3 billion, or P635 billion at current exchange rates. The brand is likewise placed as one of the “Top 10 World’s Strongest Brands” (in terms of brand strength index) as of 2026, according to Brand Finance. 

Currently, the company employs a total of 122,6000 people around the globe. Around 6,000 employees work in research and development. The company also has 75 tire production facilities and 48 polymer composite solutions production facilities worldwide. 

Since 2024, Michelin has already reduced its overall carbon emissions by 17 percent. It won’t rest on its laurels, however, as it plans to create tires made from 40 percent renewable materials by 2030 and 100 percent by 2050. 

Also read:

Michelin opens Tyreplus shop in Makati

Michelin, UNICEF to promote road safety among young people in Southeast Asia and China

Michelin will be turning yogurt cups and PET bottles into tires

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