Automotive auction platform Bring a Trailer (BaT) has partnered with Michelin, the global tire and mobility company, to create product education materials, brand engagement and charitable promotions, the companies announced.
The partnership will include a variety collaboration elements, the companies said, including co-promotion of the brands to their respective audiences, developing educational content, special discounts and tire giveaways, and joint presence at experiential events. The collaboration will include the Michelin, Michelin Vintage and BFGoodrich tire divisions.
“Bring a Trailer is the infusion of creativity the collector car hobby has needed for decades, using straightforward and effective technology to bring together enthusiasts who previously never crossed paths,” said Kim Barnes, vintage and classic tire manager for Michelin. “When Michelin introduced the radial tire in 1949, it had a similar impact for driving enthusiasts. Today, Michelin’s vintage tire line provides collectors with a period-correct look and the benefit of advancements in technology. We’re thrilled to partner with Bring a Trailer to help their members keep their cars safe and road worthy.”
“As the world’s top-selling tire company, Michelin shares our commitment to delivering a quality experience while supporting the automotive hobby and enthusiast community,” said Randy Nonnenberg, co-founder and president of Bring a Trailer. “We are always looking at innovative ways to enhance the experience and benefits for our Bring a Trailer community and are thrilled to have Michelin on board as part of that journey.”