SUV tyre pricing in Malaysia presents an intriguing trend, particularly in the 225/55R19 size, commonly fitted to popular models like the Honda CR-V, Mazda CX-5, and Proton X70. One of the biggest surprises is Michelin’s unexpected affordability in this segment.
Michelin Shakes Up Malaysia’s SUV Tyre Market with Competitive Pricing
Known globally for its premium positioning, Michelin’s Primacy SUV+ leads the pack at RM711, yet the price gap between Michelin and its competitors is notably narrow. Continental’s UC6 SUV sits just 6 per cent lower, while Goodyear follows closely at 96% of Michelin’s price, a stark contrast to Michelin’s usual 15-25% premium in other markets.
Breaking down the pricing strategy, Michelin’s positioning as the baseline (100%) shows that Continental (94%) and Goodyear (96%) remain highly competitive, with Japanese brands like Yokohama (89%) and Toyo (83%) priced slightly lower. The biggest drop is in the budget tier, where the China-made Massimo Vitto SUV is priced 44% lower than Michelin, highlighting a clear price-performance trade-off. Michelin’s aggressive pricing suggests a deliberate strategy to gain market share, positioning itself as a value-driven premium brand rather than an exclusive high-end option.
This raises the question—is Michelin intentionally undercutting competitors to dominate Malaysia’s SUV tyre market? Historically, Michelin has maintained a clear price gap above rival brands, yet in Malaysia, the Primacy SUV+ is priced unusually close to mid-range options. This could indicate a strategic push to shift consumer perception, making Michelin appear as a strong value proposition rather than just a premium alternative. With price-sensitive buyers often leaning toward upper-tier brands like Bridgestone and Toyo, Michelin’s move may be aimed at increasing adoption without sacrificing brand prestige. Whether this is a short-term market penetration tactic or a long-term pricing shift remains to be seen, but in the 225/55R19 SUV tyre segment, Michelin is playing a different game.
////
This article was provided by Dr. Edwin Pang of Top Tire Review.
Dr. Edwin Pang Jian Xiang holds a PhD in Mechanical Engineering and has nearly 10 years of experience in the tyre industry, including a five-year tenure at Continental’s R&D headquarters in Hannover, Germany. As the founder of TopTireReview.com, he is passionate about educating the public on the critical role tires play in safety, performance, and efficiency. He has recently started contributing to The Tyreman.
