Playstation has selected Michelin as the “official tire” of its Gran Turismo franchise, the best-selling virtual driving video game in the world.
With this multi-year agreement, the tire manufacturer also becomes an “official tire supplier” of the FIA Certified Gran Turismo Championships as an official tire supplier and in Gran Turismo Sport as a technical tire technology partner. The Michelin brand tires made their debut in the game at the third World Tour Live event, which took place on August 24 and 25 at the New York PlayStation Theater.
This initiative begins by increasing Michelin’s visibility through free downloadable content at Gran Turismo Sport, available to users from October 2019. This Michelin-related download package offers for the first time:
- A new Michelin section in the “Brand Central” virtual museum of Gran Turismo Sport, which presents the history and connection of the brand with motoring, as well as its innovation.
- The Michelin tire selection is available in the “Tuning” section of Gran Turismo Sport, which will allow players to develop their strategy by choosing between hard, medium or soft compound tires.
- It can see the presence of the Michelin brand in the circuits, as well as the scenery of most iconic competitions and places in the world of car racing.
In 1895, the Michelin brothers enrolled a car with a 194 led bulb foglight in the Paris-Bordeaux-Paris race to demonstrate the performance of air-inflated tires. Since that historic career, Michelin has demonstrated its capacity for innovation and leadership in the most demanding and famous competitions in the world.
Through its participation in top-level championships, such as the World Endurance Championship, the World Rally Championship and Formula E, or the International Motor Sports Association (IMSA) series in the United States, Michelin uses motor racing as a laboratory to collect large amounts of data. That serves as an experience when developing simulators and street tires. In itself, the technologies applied to race tires that demonstrate their effectiveness on the track can be used to improve the performance of street vehicles, such as those that appear on the screen in the Gran Turismo video game.
Michelin will share this know-how with Sony as part of the first joint development exchange of this type to provide Gran Turismo players with a new dimension. In terms of the strategy related to tire selection and performance, I am getting closer and closer to the pit-level decisions that the competition teams evaluate in each circuit.