How a truck community is influencing the future of transport

More than a decade ago, Michelin ౼ drawing on over 130 years of experience alongside transport operators ౼ set out to go further, tapping into the day-to-day realities of fleet managers. The Michelin Fleet Community was created as a dedicated space where fleet professionals collaborate to co-create transport solutions grounded in real operational needs.  

Part meeting place, part research programme, part innovation lab, the community enables continuous dialogue across the European market. It replaces one-off studies with an ongoing exchange ౼ creating a true platform to co-develop solutions that make a tangible difference on the road. 

“It’s a panel from which we can test our product services and understand these pains and gains from the customers,” says James Gibson, Global Insight Manager at Michelin. “As a tyre manufacturer, this is a really niche space we’ve created.” Today, the trucking community counts more than 300 members, representing fleets of all sizes ౼ from single-vehicle operators to global players with up to 50,000 vehicles. 

Key facts: 

• 300+ commercial vehicle managers

• Fleet sizes ranging from 1 to 50,000 vehicles

• Mix of Michelin and non-Michelin customers

• 100% of members are involved in tyre purchasing / fleet decisions

• Presence in: Europe: France, Germany, Poland, UK & North America

• Managed by Ipsos BVA (global market research company)

Designed around the realities of transport professionals, the community is built for flexibility. Activities remain open for two weeks and offer multiple ways to participate. 

Each month, new topics are explored through a range of formats – from quick polls with one or two questions to more detailed fleet surveys of 10–15 questions, as well as in-depth interviews. “It’s not time-consuming at all. They can complete a survey over two weeks, even during the weekend,” explains James Gibson, highlighting how the Fleet Community allows decision makers to contribute on their own terms and fit participation into busy operational schedules. Supported by local-language moderators, this model enables real-time collaboration, dynamic exchanges between members and rapid insight collection.

In addition to monetary rewards ౼ typically ranging from 5 to 50€ for each activity ౼ members gain something far more valuable: influence.  

Within this truck community, every contribution directly influences future products, services and strategic decisions. From early-stage concepts to post-launch improvements, fleet input is embedded throughout the entire innovation lifecycle ౼ maximising chances that future products and services launched by the Group will actually meet their needs and address existing pain points. 

Members also benefit from early visibility on upcoming products, along with exposure to emerging technologies still in development. “They are fascinated with all things related to vehicles and tyres – even the technical aspects, because it reflects their day-to-day work,” says James Gibson. “They enjoy discovering new things happening in the transport industry,” he adds.  

“We get to see future concepts before anyone else,” echoes one community member from France. “And we can contribute our own input on developments and ideas.” 

Just as importantly, the community creates the opportunity for open, real-time dialogue between fleet managers who gain valuable cross-country perspectives and share solutions and best practices. The community offers a unique space to learn and exchange.  

We absolutely listen to member feedback,” says James Gibson, stressing the value that Michelin puts on the varied and experienced pool of expertise gained from the fleet community. “It has actually created quite a lot of products and services that are in the market today.” 

Over the past decade, the truck community has served as a sounding board for many of Michelin’s innovations. Most recently, it has supported the development and launch of Michelin’s X Line Energy 3 and X Multi Energy 2 tyre lines, as well as sidewall design testing. 

But its impact goes even further: 

• Electric truck solutions: improving range, and total cost of ownership

• Upcoming sustainability initiatives: designed to help fleets become more environmentally friendly and win new business 

• Connected tyre technologies: enabling predictive maintenance and real-time monitoring through tyre-mounted sensors

• Content platforms: shaping the creation of Michelin For My Business through insights into fleet habits and preferences

The topics raised and the insight gathered go beyond developing tyres and services. “It’s a way to build better partnerships with fleets,” says James Gibson. “We explore topics like driver shortages and where Michelin could play a role in supporting recruitment. And of course, hearing about everyday challenges can inspire ideas far beyond what we initially expected.

A trucking community driving shared progress 

Ultimately, the Michelin Fleet Community creates a continuous feedback loop. For Michelin it offers the opportunity to explore a wide range of topics while building deep, real-world understanding, hand in hand with fleet decision makers.  

Clearly, for fleets, it provides a voice, a network and a trusted space to learn and share. This ongoing dialogue ensures that every innovation is rooted in operational reality ౼ delivering more effective solutions and fostering stronger partnerships.