Michelin and Bring a Trailer announce partnership
San Francisco, CA – Automotive auction platform and enthusiast community Bring a Trailer (BaT) has partnered with Michelin, the global tire and mobility company. The partnership aims to enhance the BaT user experience and provide product education and application expertise, brand engagement opportunities and charitable promotions across the companies’ communities of passionate automotive enthusiasts.
The partnership will benefit both companies through a wide array of collaboration elements: 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.”
The move brings together two of the most trusted companies in their respective industries. Michelin and its family of brands, which are known for quality, safety and performance, and Bring a Trailer, which reinvented the online auto auction industry with unmatched transparency and a highly engaged enthusiast community of over one million users.