Detroit, Michigan – Michelin has announced that its 10th annual Challenge Bibendum, the world’s largest environmental vehicle event, will be held for the first time in South America. The event will run May 30 to June 2, 2010 in Rio de Janeiro, Brazil.

Thousands of the world’s leading vehicle manufacturers, technology developers, policy makers, energy providers and media will attend the rally for sustainable mobility. In addition to participants, the event draws over 500 journalists and more than 100 vehicles.

Key themes for the 2010 edition include a renaissance of road transport after the economic downturn, a road map for sustainable road transport, updates on sustainable biofuels and electric vehicle programs, and access to mobility in urban areas.

The program, which includes both long-haul and urban utility vehicles in addition to passenger cars, includes tests, rallies, policy and strategy forums, demonstrations, ride-and-drives, and a technical exhibition centre.

Since its inception in 1998, the Michelin Challenge Bibendum has hosted the debut of the Toyota Prius, refuelled hydrogen fuel cells in rallies on three continents, and seen electric vehicles “transform from an entertaining experiment to a realistic consumer choice,” the company said.

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