Tire-maker Michelin has a fuel-saving tire for truckers — the Michelin X One. This tire promises greater fuel efficiency, a boon for semi-drivers who routinely spend $1,000 to gas up. Michelin is also touting the tire’s green factor: by increasing fuel efficiency, it also reduces carbon emissions.

"With the cost of diesel fuel now averaging almost $5 per gallon, we believe this message will truly resonate with truckers who pay more than $1,000 per fill up and travel 100,000 miles or more each year," said Marc Laferriere, the vice president of marketing for Michelin Americas Truck Tires. "Michelin X One tires provide an excellent means to improve a truck's operating efficiency," he continued.  "Not only does this save the trucking company green on their bottom line, but it also saves the environment green by reducing fuel consumption and CO2 emissions."

The new tire is wider than conventional dual tires, allowing trucks to use a single tire instead of two separate ones side by side. The Michelin X One was originally introduced in December 2000. Since then, truck drivers have reported between 4 and 10 percent improvements in fuel economy. The single tires also weigh less than the more traditional style of dual tires, reducing the overall weight of a truck and allowing it to take on more cargo. Being able to carry more cargo in a single load allows truckers to make fewer overall trips -- an obvious environmental benefit.

Capitalizing on the current fuel- and sustainability-conscious consumer climate, Michelin has just launched the Go Wide. Save Green. Tour to promote the X One. The tour consists of a set of demonstrations in eight North American locations to illustrate the improvements the wider tires offer. Daimler Trucks North America and Utility Trailer will also be participating in the demonstrations to showcase the product in action.

While one might argue that Michelin is just attempting to take advantage of the move toward sustainability in a variety of industries to step up its marketing, I think this campaign is a good move on the company's part. Although the trucking industry is changing as sustainability concerns of late have given rise to a preference for local goods, companies will always need to ship goods and materials. The industry’s goal, therefore, must be to make shipping as fuel efficient as possible, in part by improving each component of the truck. Michelin takes a good step in that direction -- one that shouldn't prove incompatible with future technological developments.

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Photo courtesy of Michelin