Building on its long-standing association with RTA, Michelin is helping amplify the campaign’s pedestrian safety message by highlighting the role of responsible driving and tyre technology in supporting safer journeys for all road users, from those behind the wheel to those crossing the street.

For more than a decade, Michelin has supported safer and more efficient mobility across Dubai through its contribution to key public transport networks, including the public bus fleet and the Dubai Monorail. This association reflects Michelin’s continued commitment to mobility excellence, with tyre technology engineered for durability, fuel efficiency and safety across the city’s transport ecosystem.

That same focus on safety is also at the heart of the MICHELIN Primacy 5, the company's latest car tyre designed to support everyday driving. The tyre offers a 4% shorter wet braking distance when new compared to its predecessor, the MICHELIN Primacy 4+ and maintains the same wet braking performance when worn. The performance is especially important near crossings, intersections, school zones and residential areas where braking response plays a critical role in how drivers react on the road.

“As the UAE continues to advance smarter mobility, road safety must evolve with the way people move every day. At Michelin, we believe technology and awareness must work together. Tyres are becoming more advanced, vehicles are becoming smarter, and infrastructure is becoming more connected, but safer roads still depend on everyday decisions made by drivers, pedestrians and all road users. Gulf Traffic Week is an important reminder that when responsible behaviour keeps pace with technology, safer journeys follow,” said Cédric Binoit, Managing Director and Vice President of Marketing & Sales, Michelin MENA.

As part of the campaign, pedestrians are encouraged to use designated crossings, bridges and tunnels, remain alert near intersections and follow traffic safety guidance at all times. Drivers, cyclists and e-scooter users are also reminded to stay attentive and prioritise pedestrian safety, especially in busy urban areas. Through Gulf Traffic Week 2026, Michelin continues to support safer mobility in Dubai and the wider UAE by bringing awareness, education and tyre technology together to make everyday journeys safer.