Michelin's 2010 Challenge Bibendum All Set to Brazil

As the automotive industry hunkers down to weather the global economic storm we may find that today’s stakeholders, alongside new players, will be even more committed tomorrow to forging a revitalized market and integrating a growing aspiration for a cleaner, safer, more-energy efficient and freer-flowing mobility.

Make sure you are part of this movement by attending the 10th Challenge Bibendum in Rio de Janeiro from the 30th May to the 2nd June 2010.

With the global objective to foster a proactive and dynamic automotive sector, the mission of Challenge Bibendum is to evaluate, test and compare the very latest in new vehicles and fuel technologies, efficient traffic management systems and advanced safety features. The event is also an opportunity to gain insight into and debate the role of the sector in CO2 reduction.

The timing of this 10th edition is propitious as it falls in the wake of the UN Copenhagen climate change summit with a world emerging from the financial and economic downturn. The stage is set for the industry to prove that it can rebound and be an effective force in preparing the future of sustainable mobility for the new economic and societal reality.

When looking for the spirit of change required to boost the shift towards new technologies and new ways of looking at mobility, it is well exemplified by some emerging economies. Hence the choice of Brazil as host country in these challenging times. Brazil has become a leading global player in the development and deployment of biofuels and like some of its other Latin American counterparts, it has a high rate of population growth as well as a phenomenal rate of urbanization (as high as 81%) resulting in many large and mega cities. These cities face a range of important challenges such as growing transportation needs, environmental pollution, road safety and urban congestion. By overcoming these challenges we can contribute to a smarter and better mobility for tomorrow's world.