French tire and mobility company founded by the Michelin brothers in 1889 — the world's second-largest tire manufacturer — whose Michelin Guide became the most prestigious restaurant rating system in the world, making Michelin the only company whose side project became more culturally significant than its main business.
Created the most successful content marketing strategy in business history — the Michelin Guide, originally a tool to encourage more driving (and thus tire wear) — and sustained a 135-year family business through consistent technical innovation and the strategic use of media to build aspirational demand.
Discussing
Ask anything about Michelin — their ideas, influences, contradictions, legacy.
Sign in to start a conversation.