Michelin Appoints New Managing Director for Vietnam, Cambodia, Laos, and Myanmar

This appointment underscores the Group’s recognition of the strategic importance of the region, with Vietnam playing a central role in Michelin’s ambitious growth and sustainability journey.

Mr. Jason Tan Jing Shen appointed as CEO for Vietnam, Laos, Cambodia, and Myanmar by Michelin

In his new role, Mr. Jason Tan will strategize and oversee Michelin’s operations across these four markets, reinforcing the Group’s commitment to innovation and exceptional customer service. His primary focus will be advancing Michelin’s “All Sustainable” strategy, aiming to harmonize People, Operational Efficiency, and the Planet. The appointment of a leader with extensive experience in the Asia-Pacific (APAC) region highlights Michelin’s dedication to fostering long-term partnerships and growth in Vietnam. Recently, Michelin celebrated the opening of its 100th Michelin Car Service Center in Vietnam, a milestone reflecting the Group’s unwavering commitment to sustainable mobility.

The new CEO of Michelin Vietnam highlights Vietnam’s strategic strengths and its importance as a key market for the company.

Previously, as the Business Manager for Passenger Car and Light Truck Tires in APAC, Mr. Jason Tan successfully launched the Michelin Primacy 5 tire and led transformative market initiatives, significantly enhancing customer value across diverse markets.

Sharing his vision for Michelin’s future in Vietnam, Mr. Jason Tan Jing Shen stated, “Vietnam’s vision for sustainable growth, digital innovation, environmental responsibility, and human development sets an ambitious roadmap for the future. At Michelin, we contribute to realizing these aspirations. Our journey in Vietnam goes beyond growth; we aim to build enduring partnerships rooted in shared values and a sustainable future.”

Mr. Jason Tan Jing Shen introduced the MICHELIN Primacy 5 tire to customers in the Asia-Pacific region shortly after its global launch.

A Key Appointment Aligned with an Era of Growth

This appointment comes at a pivotal moment as Vietnam solidifies its position as a “rising star” on the global economic map. The country’s robust economic growth, evidenced by a projected GDP of $510 billion in 2025 and a surge in foreign direct investment (FDI), signals a dynamic and expansive market for Michelin.

Alongside economic growth, Vietnam is pursuing ambitious digital and green transformation goals. By 2030, Vietnam aims to rank among the top 50 countries globally and third in ASEAN for e-government and digital economy. Simultaneously, the government’s commitment to green and digital transformation aligns with Michelin’s “All Sustainable” strategy. The government’s target of achieving net-zero emissions by 2050 presents significant opportunities for Michelin to expand its sustainable mobility solutions and meet the growing demand for eco-friendly products among Vietnamese consumers.

Continuing to Showcase the Brand’s Innovation Strength

Michelin’s strategic alignment with Vietnam’s goals is driven by its position as one of the world’s most innovative companies. With an annual Research & Development (R&D) budget of $1.2 billion and over 12,000 active patents globally, Michelin’s innovation prowess extends beyond mobility to create life-enhancing solutions in sectors like healthcare and construction.

From setting industry standards for material sustainability to publishing the Michelin Guide to enrich global exploration, Michelin consistently demonstrates its commitment to a better, more sustainable future.

Michelin excels not only in tire production but also in innovative composite materials and culinary experiences.

Michelin’s “Motion for Life” brand campaign, launched in 2020, features the iconic “white tire with black rim” graphic, symbolizing the Michelin Man and inviting the public to explore the Group’s core initiatives. The campaign highlights innovative applications of Michelin’s expertise, such as autonomous lunar exploration vehicles and inflatable sails for commercial ships to reduce carbon emissions in maritime transport.

“Michelin Vietnam is proud to be one of the few strategic markets implementing Michelin’s brand campaign. This campaign accurately reflects Michelin’s essence as a dynamic Group driven by innovation since 1889. At Michelin, we leverage our deep expertise and strong innovation capabilities to explore possibilities in material science and data science. These approaches are embodied in Michelin’s actions in Vietnam as we deliver innovative, eco-friendly products,” emphasized Mr. Jason Tan, CEO of Michelin Vietnam.

Mr. Jason Tan added confidently, “We will achieve this by building and developing a globally competitive organization where innovation is encouraged, talent is nurtured, and sustainability guides our actions. Together, we will drive sustainable growth and create lasting value for consumers, customers, partners, employees, society, and the planet, fully aligned with Michelin’s ‘All Sustainable’ strategy: People, Operational Efficiency, and the Planet.”

PV (Tuoitrethudo)