MICHELIN Australia’s new brand campaign highlights its shared passion for performance with four of the biggest names in Australian motorsport: Mark Webber, Earl Bamber, Matt Campbell and Jaxon Evans
Launched at the Melbourne Formula 1 Grand Prix at Albert Park in March, the #PerformancecomesStandard campaign looks to underline the relationship each driver has had with the French tyre giant throughout their careers and the joint success that they have shared on their journey to the highest levels of the sport.
MICHELIN Australia’s Marketing Manager, Swaroop Tulsidas believes, “MICHELIN’s DNA is entrenched in motorsport and it’s this transfer in performance, that is ingrained in the development of every MICHELIN production tyre.
“This campaign highlights our performance DNA and how our journey with arguably four of the most accomplished drivers to compete on Australian soil, aligns with our renewed investment in the future of local racing drivers,” explained Tulsidas.
MICHELIN Australia’s goal is to help fast-track young and talented drivers from the region to the highest level of international motorsport, so they too can emulate the feats of Earl Bamber and Mark Webber on a global stage.
Obviously, MARK Webber NEEDS no introduction to motorsport fans, but it’s actually worth giving a recap of his remarkable career. After starting in Formula Ford in Australia, Webber progressed through British Formula Ford, Formula 3, sports cars and Formula 3000. After test drives with Arrows and Benetton, Webber began his career in Formula 1 with Minardi in 2002.
After an incredible fifth on debut, Webber went on to race 12 seasons in motorsport’s pinnacle category, scoring nine wins, 42 podiums, 13 pole positions and 19 fastest laps from his 215 starts. Webber also scored over 1000 points in his F1 career and finished third in the drivers’ championship three times.
Webber’s retirement from F1 at the end of the 2013 season opened up a chance to tackle the World Endurance Championship in MICHELIN-shod Porsche 919 prototypes. In 2015, Webber, along with team mates Brendon Hartley and Timo Bernhard, won the FIA Drivers’ World Championship. Webber’s victory was the first FIA World Championship by an Australian since Alan Jones in 1980.
Speaking candidly for MICHELIN’s #PerformancecomesStandard campaign, Webber described his early years in Australia, and how this shaped his interests and work ethic for the career ahead; “Growing up in Australia in the country, I had a pretty quick exposure to motorised vehicles – motorbikes, tractors, trucks. But I definitely loved the speed component and I wanted to keep pushing the boundaries. I was very, very fortunate to have the upbringing that I did, good discipline, good standards. Always compare yourself to the best, never compare yourself to the worst.”
To see the full video of each driver, visit https://www.michelin.com.au/auto/performance-comes-standard.
Very few drivers have stood ON the top step of the podium at Le Mans and Bathurst, but 24-year-old Matt Campbell is on that very short list. Earlier this year, Campbell executed one of the most audacious passing moves ever witnessed at Mount Panorama to ensure Porsche’s first-ever win at the Bathurst 12-Hour (incidentally for Earl Bamber Motorsport. Campbell’s victory at Bathurst came just seven months after he conquered the French classic at the wheel of a MICHELIN-shod Porsche 911 RSR.
“There’s been so many highlights throughout my career,” began Campbell, “and it’s been a very short career so far. And it’s taken a lot to get to where we are today. It hasn’t been easy, at times we weren’t too sure if we were going to be able to make it to the next step or the next round.”
Campbell went on to highlight the importance of MICHELIN and Porsche’s commitment to developing junior motorsport talent: “Being accepted into the Junior Programme, winning the Shootout in 2016 and making that big step to Europe was a key to my future with Porsche”.
Having watched Le Mans for the first time in 2017, Campbell described the feeling of his win on debut just a year later, “Getting the win on debut is very, very special. Walking out on to that podium, there’s a sea of people and that’s where it really sunk in”.
The Earl Bamber Story has A remarkably similar beginning to that of Mark Webber. “It all started for me on my Dad’s knee on a farm,” began the affable Kiwi. “We started driving in paddocks doing skids and stuff like that. Then I started to realise that I loved driving and then we got a go-kart. Once you get the bug, you’re stuck and attached to it.”
From the paddocks on New Zealand’s North Island, Bamber progressed through the ranks of karting, open wheelers (including A1 GP) to Porsche Carrera Cup. At the end of the 2013 season, Bamber won the Porsche Shootout in Germany (as did Matt Campbell in 2016 and Jaxon Evans in 2018), earning a drive in the 2014 Porsche Supercup season.
Bamber signed as a Porsche Works driver in 2015 and teamed with Nico Hulkenberg and Nick Tandy to win the Le Mans 24-hour enduro classic in a MICHELIN-shod 919 LMP1. Bamber repeated his Le Mans success in 2017 with Timo Bernhard and fellow Kiwi Brendon Hartley.
Of his Le Mans victories, Bamber said, “there’s nothing that substitutes the hard work and dedication to it. You need everything to come together”.
Though now well established in the world of motorsport, there’s a feeling that Jaxon Evans is just getting started. Having wrapped up the 2018 Porsche Wilson Security Carrera Cup Australia title at the Gold Coast finale last November (along with becoming the MICHELIN Junior champion), Evans attended the three-day Porsche Motorsport Junior Programme Shootout. Against 11 standout young talents in their respective Porsche one-make series, the 22-year-old New Zealander proved successful.
“Winning the Shootout and receiving backing as a Porsche Junior is a dream come true. Matt Campbell took this step in 2017 and his career has developed well. I’m looking forward to this exciting new chapter in my life,” said Evans.
Echoing the thoughts of Webber, Campbell and Bamber, Evans said, “I definitely believe that hard work is something that you need. I’m a strong believer in my talents and ability but obviously I have to work hard at everything that I do”.
“It’s been a big dream of mine to race cars professionally and work to winning those races like Le Mans. Hopefully that’s something I can live out one day.”
Tyre Manufacturer of the Year
A panel of 31 tyre industry specialists, made up of tyre and vehicle manufacturers, research professionals and university experts, has chosen MICHELIN as Tyre Manufacturer of the Year. The panel awarded the accolade to MICHELIN for several achievements; notably the company’s environmental initiatives, product innovation and its work into worn-tyre performance.
Judge Klaus Baltruschat, commented: “MICHELIN’s environmental initiatives over the past 12 months have been outstanding; it is one of the few tyre OEs to commit to 2048 sustainability targets. MICHELIN has been driving the market with innovations and sustainability concepts for years, and its environmental initiatives such as micronised rubber powder is just one example that can be cited here.”
Pierre Robert, Director of Research and Development for the MICHELIN group (above), commented: “The tyre manufacturing industry is highly competitive, so it is a real honour for Michelin to receive the prestigious Tyre Technology International ‘Tyre manufacturer of the Year’ award. Innovation has been at the heart of MICHELIN’s success for more than 125 years, and this award is testimony to the work of the 6000-plus people working today in R&D worldwide for MICHELIN.”