The Need
Michelin wanted to develop a new name for a line of premium passenger tires that would be used as original equipment on new vehicles like the Honda Odyssey. The tires had some of Michelin’s best engineering behind them, offering a good balance of handling, traction in all kinds of adverse conditions, superior wear, sound deadening, and quick, responsive braking. The tire offered innovative engineering at a very reasonable price.
The Name
“Symmetry” supported Michelin’s reputation for superior design and engineering. It is a real word that suggests a good balance between many different features. It is relatively short, easy to spell, say and remember.
The Result
Symmetry tires were used broadly across a variety of vehicles and became known for both performance and price.