Michelin is introducing the MICHELIN Primacy 5 to the Middle East and Africa. With nearly 20 years of legacy in the Middle East’s entry and premium tyre segment, the Primacy line continues to evolve, offering a latest-generation tyre designed that meets the diverse needs of drivers in the region.

Harkesh Jaggi, Vice-President, Sales & Marketing for Michelin Middle East & North Africa, commented, “Our markets consistently demand high-quality tyres that offer superior comfort, safety, and durability. Michelin has been a pioneer in tyre technology, and with the Primacy range, its legacy continues spanning nearly 20 years in the Middle East continuously evolving to meet drivers’ changing needs and expectations. The evolution to the MICHELIN Primacy 5 in 2025 marks a significant milestone. We believe this tyre line will be highly successful across Africa and the Middle East, delivering outstanding performance and sustainability benefits.”

A Tyre Built for Lasting Performance, Safety, and Durability

Developing a new generation of tyres presents several challenges as it requires enhancing multiple key performance areas without compromising others. The MICHELIN Primacy 5 excels by simultaneously improving lifespan, silence and comfort while maintaining a high level of safety.

Thanks to a new patented tread pattern and a 10% increase in groove depth compared to the MICHELIN Primacy 4+, the MICHELIN Primacy 5 optimises water evacuation, improving wet braking performance and increasing safety by 4% on wet surfaces when new. With an 18% increase in lifespan, this tyre allows drivers to travel approximately 7,000 km further than its predecessor, ensuring safe and comfortable journeys on both urban roads and long-distance routes throughout the Middle East and Africa.

As vehicles grow heavier and demand for durability rises, the MICHELIN Primacy 5 is engineered to meet these challenges while supporting environmental sustainability. Additionally, the growing popularity of electric vehicles highlights the need for noise reduction and comfort. The Primacy 5 builds on the legacy of the Primacy range by integrating Michelin’s expertise in minimising interior noise and optimising ride comfort.

Michelin’s Commitment to a Sustainable Future

Michelin is dedicated to reducing its environmental footprint by conducting Life Cycle Assessments (LCA) at every stage of a tyre’s life, from development and manufacturing to transport, usage, and end-of-life. Each new tyre must outperform its predecessor in both performance and efficiency. The MICHELIN Primacy 5 improves its LCA by 6%, driven by a 18% increase in lifespan and a 5% reduction in rolling resistance. This commitment ensures that the Primacy 5 not only meets the demands of today’s drivers but also contributes to a more sustainable and eco-friendly future.

Designed for Hatchbacks, Sedans, Crossovers, and SUVs Across All Engine Types

The MICHELIN Primacy 5 is engineered to meet the needs of hatchbacks, sedans, crossovers, and SUVs across the Middle East and Africa. It ensures superior performance regardless of engine type – combustion, hybrid, or electric.

Advanced Technologies Powering the MICHELIN Primacy 5

The MICHELIN Primacy 5 is built with technology designed to enhance safety, longevity, and comfort. Michelin EverTread Technology increases the tyre’s void ratio by over 13% compared to its predecessor, optimising lateral groove edges to improve water evacuation and wet performance. The integration of Michelin EverGrip Technology ensures exceptional wet braking performance throughout the tyre’s lifespan, thanks to next-generation functional elastomers that maintain safety without compromising longevity.

For a smoother and quieter driving experience, Silent Rib Gen-3 technology employs multi-zoning void tuning, with intermediate ribs designed to minimise vibration and noise. Meanwhile, MaxTouch Technology maximises road contact and evenly distributes forces of acceleration, braking, and cornering. This not only extends tread life but also enhances overall driving safety.

In a strategic expansion set to redefine the future of premium transport, SelfDrive Mobility—the region’s largest mobility tech company and leading car subscription and rental platform—officially announced the launch of OTO, a next-generation chauffeur-driven service. Seamlessly blending advanced technology, sustainable mobility, and luxury vehicles, OTO is now live across the UAE, Qatar and Bahrain, offering an elevated travel experience tailored for modern professionals and discerning travelers.

“OTO is a next-generation tech platform elevating premium luxury chauffeur services with seamless digital innovation and smart efficiency. We blend advanced technology with premium customer service to create a smoother, more convenient, and modern mobility experience. With OTO, every journey is effortless, refined, and designed for ultimate comfort with personalized services,” said Soham Shah, CEO and Founder of SelfDrive Mobility.

With on-demand vehicles deployed in as little as one hour, OTO’s curated fleet features top-tier models from BMW, Tesla, Lexus, Audi, Mercedes, and more. Every vehicle is operated by a professional chauffeur trained to uphold the highest standards of safety, etiquette, and punctuality. OTO leverages SelfDrive’s existing cross-border travel corridors to ensure regionally consistent service—a key differentiator from traditional local operators.

OTO’s Suite of Services Includes:

• Hourly Chauffeur Services – Flexible, tailored rides designed to accommodate multiple scheduled meetings seamlessly.
• Daily Chauffeur Services – Full-day luxury transportation at your service.
• Weekly Chauffeur Services – Ideal for business travelers, C-suite executives, event attendees.
• Monthly Chauffeur Services – Long-term, premium travel for corporates, C-suite executives and VIPs.
• Intercity Transfers (One Way) – ideal for airport transfers and travel between different Emirates.
• Intercity (Round Trip) – hassle-free city-to-city commutes.
• Corporate Mobility – Chauffeur-driven vehicles for all business needs.
• Bus & Coach Services – Group transport for staff, events, tours, and teams.
• School Rides – Safe, reliable daily pick-up and drop-off for students.
• Competitively Priced Premium Service – OTO offers a luxury chauffeur-driven experience at competitive rates, backed by SelfDrive’s robust tech ecosystem, ensuring transparent pricing, instant confirmations, real-time tracking, and secure payments.

Customers can connect with the OTO concierge team directly via call or WhatsApp for personalized service and instant bookings. Whether for airport transfers, board meetings, or family travel, OTO guarantees a refined journey, every time.

General Motors (GM) Middle East announced one of its strongest performances in recent years, driven by regional high demand across Chevrolet, GMC and Cadillac in full-size SUVs and pickups. Sales increased by 26% in the first quarter of 2025 compared to the previous year, highlighting the popularity and love for GM’s vehicles.

With a 99-year track record in the Middle East, Chevrolet and GMC continue to resonate with customers across the region, offering capability, space, and performance, while Cadillac remains a popular choice among luxury vehicle buyers. GM had a powerful start to the year as it had recently launched the Chevrolet Tahoe, GMC Yukon and Cadillac Escalade in the last six months, some of the region’s most loved vehicles.

Putting customers at the forefront, the performance results of the manufacturer reflect the holistic approach to customer experience and the unequivocal services offered by GM and its dealer partner network.

GM Middle East continues to lead in the region’s full-size pickups, and is among the top brands for full-size sports utility vehicles (SUV) with total sales up 55% for GM’s full-size SUVs year-on-year. The Chevrolet Tahoe and Suburban witnessed a 22% rise, while the GMC Acadia and Chevrolet Traverse went up 47% and Cadillac Escalade at 16%, year-on-year.

Moreover, from a connectivity standpoint, GM’s pioneering in-vehicle technology that enhances convenience, safety, security and infotainment – OnStar – saw a 45% rise in activations in the first quarter of 2025 year-on-year. Coupled with OnStar’s recent rollout of the new suite of app enhancements this year such as intuitive navigation, more powerful remote commands and real-time insights, OnStar is raising the bar for what’s possible in connected vehicles.

Through committing to customers and keeping them at the center, GM Middle East’s after-sales performance achieved an all-time record in customer satisfaction scores, reflecting the company’s commitment to delivering world-class service across the region. At GM Middle East, six out of every ten customers within our service network return for service. Innovative initiatives in digital customer experience and consistent investment in service training have empowered speedier responses and better service across the service dealer network. In addition, GM’s parts availability has reached exceptional levels, ensuring quicker turnaround and greater confidence for every visit.

Jack Uppal, President & Managing Director, General Motors Africa & Middle East, said, “From full-size SUVs to capable trucks, our brands are aligned with what customers in the region value most — power, innovation, and presence on the road. Catering to our loyal customers and enticing future GM vehicle owners, our Q1 performance encapsulates the innovation and unwavering commitment to customers that GM upholds. With this fantastic start, we are greatly looking forward to driving more success through the rest of 2025.”

This year will see GM accelerate its regional strategy with a diverse portfolio from attainable compact SUVs and EUVs to the rugged and powerful pickups and luxury at its best. The company remains committed to its customers and vision of zero crashes, zero emissions and zero congestion underpinned by its state-of-the-art designs and engineering, pioneering advanced in-vehicle technology and top-quality products.