Michelin Pilot Sport Experience 2016 turns Middle East and Africa participants into racers for a day

The Michelin Pilot Sport Experience (MPSE) blazed its way back to the Sepang International F1 Circuit in Malaysia for the 12th consecutive year. Influencers and media from the Middle East and Africa were invited to another round of excitement and sheer driving pleasure on the iconic Malaysian race track together with a few lucky consumers who won their ticket to this once-in-a-lifetime experience through online contests organized in the region.

Guided by an elite team of professional racing drivers and instructors, participants drove premium racing vehicles such as the Citroen DS3 R1, a Formula 4 car, the Renault Clio IV, the Lamborghini 2014 GT3 and a Formula Le Mans two-seater, designed exclusively for this event.

Why does Michelin continue to organize and enhance the Michelin Pilot Sport Experience, year after year? Philippe Verneuil, chairman and president of Michelin Africa, India and the Middle East Zone (AIM), said: "The best way to convey our passion for performance is by sharing it with our key stakeholders right where it is most apparent; on fantastic cars, in an iconic setting, with real racers, where one can feel, touch and even smell the difference that Michelin tires can make. The enthusiastic comments and the stronger engagement with the Michelin brand, which we see in our invitees every year, are a clear confirmation that MPSE is an extraordinarily effective platform to share our brand values and make a lasting impression."

The Michelin Pilot Sport Experience was first launched at the Sepang International Racing Circuit in 2006 and has grown today into a key Michelin annual event in the region.

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