Michelin Appoints Jason Tan Jing Shen as Managing Director for Vietnam, Cambodia, Laos and Myanmar

Michelin has officially appointed Jason Tan Jing Shen as Managing Director for Vietnam, Cambodia, Laos and Myanmar, effective July 1, 2025. This strategic decision underscores the Group’s recognition of the region’s growing importance, with Vietnam at its center, as Michelin pursues ambitious growth and sustainable development goals.

In his new role, Jason Tan will be responsible for setting strategic directions and overseeing operations across the four markets, reinforcing Michelin’s commitment to innovation and customer service excellence. A key focus will be advancing Michelin’s “All Sustainable” strategy, which aims to balance People, Profit and Planet. His appointment, drawing on extensive experience in the Asia-Pacific region, reflects Michelin’s determination to strengthen partnerships and accelerate growth in Vietnam.

Earlier this year, Michelin celebrated the opening of its 100th Michelin Car Service Center in Vietnam, a major milestone demonstrating the Group’s ongoing commitment to sustainable mobility. Before taking up his new post, Jason Tan served as APAC Business Manager for Passenger Car and Light Truck Tires, where he successfully led the launch of the Michelin Primacy 5 and drove several go-to-market transformation initiatives that significantly enhanced customer value in diverse markets.

Speaking about the company’s vision for Vietnam, Jason Tan emphasized that Vietnam’s commitment to sustainable growth, digital innovation, environmental responsibility and human development has set an ambitious roadmap for the future. He said Michelin is proud to contribute to realizing these ambitions. According to him, the company’s journey in Vietnam goes beyond growth; it aims to build lasting partnerships based on shared values and a sustainable future.

His appointment comes at a pivotal moment as Vietnam consolidates its position as one of the world’s fastest-rising economies. With projected GDP expected to reach USD 510 billion in 2025 and foreign direct investment continuing to surge, Vietnam represents a dynamic and promising market for Michelin. Alongside strong economic growth, the country is also advancing digital and green transformations. By 2030, Vietnam aims to rank among the world’s top 50 countries in e-government and digital economy, and third within ASEAN. Its commitment to achieving net-zero emissions by 2050 aligns closely with Michelin’s “All Sustainable” strategy, creating opportunities for the Group to expand its environmentally friendly products and sustainable mobility solutions to meet rising consumer demand.

Innovation and sustainability as core growth drivers

Michelin’s strategy in Vietnam is underpinned by its global reputation for innovation. Consistently ranked among the world’s top 100 most innovative companies, the Group invests USD 1.2 billion annually in research and development and holds over 12,000 active patents worldwide. Its innovation extends beyond mobility to fields such as healthcare and construction, where advanced material science and technology play a key role.

The Group has pioneered sustainable material standards and enriched global travel experiences through the Michelin Guide, demonstrating a long-term commitment to shaping a better and more sustainable future. In 2020, Michelin launched its global “Motion for Life” campaign, using the iconic white-tire graphic as a tribute to Bibendum, the Michelin Man. The campaign immerses audiences in Michelin’s innovation journey, from autonomous vehicles designed to explore lunar surfaces to giant inflatable sails that reduce carbon emissions in maritime transport.

Vietnam is among a select number of strategic markets where this campaign has been deployed. Jason Tan noted that the campaign reflects the essence of Michelin as a company constantly in motion, with innovation as a core driving force. He explained that innovation has been the lifeblood of Michelin since 1889. The company relies on deep expertise in material and data sciences to explore new possibilities and translate them into sustainable, cutting-edge products for the Vietnamese market.

Looking ahead, Jason Tan expressed confidence in Michelin’s role as a long-term partner in Vietnam’s development. He said the company will achieve its ambitions by building and nurturing a globally competitive organization, one that encourages innovation, empowers talent and is guided by sustainability as its core compass. Michelin aims to deliver sustainable growth and create long-term value for consumers, customers, partners, employees, society and the planet, fully aligned with its “All Sustainable” strategy of People, Profit and Planet.

Under Jason Tan’s leadership, Michelin is poised to strengthen its position in Vietnam and the broader Indochina region, combining global innovation with local ambition to drive sustainable mobility and long-term impact.