MICHELIN: Creating a Better Way Forward

With its extraordinary capital of trust and affinity, MICHELIN ranks among the world’s greatest brands. Its values — boldness, dedication and generosity, and focus on sustainability ensure that MICHELIN stands tall among global tyre brands. MICHELIN is a strong brand that enjoys strong brand awareness both due to the quality of the tyres it sells and also the MICHELIN Man, who has been part of our hearts and homes for more than a century.

The company is continually developing ground breaking products and services, such as its Vision concept and the MICHELIN CrossClimate range, the first summer tyres certified for winter use. MICHELIN has committed to making its tyres 100% sustainable by 2050. This is an ambitious but realistic target for the Group, a leader in sustainable mobility. Courageous and free-minded, it is not afraid to think outside the box, forge its own path and explore uncharted territories in order to achieve success.

Solid Technological Leadership Has Been A Hallmark Of Michelin
Throughout its history, MICHELIN’s growth has been fuelled by technical innovation. The company was founded by the MICHELIN brothers, Edouard and Andre, while they were running a rubber factory. A cyclist came in, requiring repairs on his pneumatic tyres, and after the MICHELIN brothers spent hours repairing the tyres (which were glued to the bicycle wheel), they came up with the concept of the removable tyres. They patented the concept of the removable tyres in 1891, and revolutionised the tyre industry. Charles Terront used those removable tyres to win the first Paris – Brest – Paris race, and the tyres quickly shot to notoriety after that.

Not only were the new tyres more efficient in terms of the time taken to change them in case they were damaged or worn, but it also provided far greater grip, given its ability to replace worn treads easily. The removable tyres laid the groundwork for international success for MICHELIN, but this was only the beginning.

With nearly €650 million spent every year on R&D, innovation is one of the pillars of MICHELIN’s strategy to stand out from competition. The Group’s innovation programs have focused on delivering sustainable mobility solutions. Today, it is the world’s leading manufacturer of fuel-efficient tyres and a pioneering champion of the functional economy, which consists of selling a service or the use of a product rather than the product itself. Creating innovative products and services allows MICHELIN to consolidate its leading position while offering pertinent solutions to its customers.

PIONEERS IN MOTORSPORTS
MICHELIN’s passion for racing, whether that is Endurance, MotoGP, Formula E or Rallying spans more than a century and includes some legendary titles. Motorsport — the Group’s other test lab — is an integral part of the Brand’s DNA. For more than 100 years, MICHELIN has been developing track-to-street technologies the world over. MICHELIN owes this prestigious legacy to its passion for motorsports.

Today MICHELIN is mainly involved in competitions related to more sustainable forms of mobility, such as the FIA Formula E Championship (since 2014) and the FIA World Endurance Championship (WEC), the FIM MotoE™ World Cup, the first 100% electric motorbike competition. Their experience on the racetrack allows them to develop tomorrow’s mobility innovations today.

MICHELIN’s unparalleled motorsport track record
MICHELIN is the most successful manufacturer in the FIA (Fédération Internationale Automobile) and FIM (Fédération Internationale de Motocyclisme) championships, and their list of honours includes:

• More than 390 wins and 28 driver titles in MotoGP™
• 27 wins in the 24 Hours of Le Mans (including the inaugural race in 1923)
• 25 driver titles and 27 manufacturer titles in the World Rally Championship (WRC)
• 9 titles and 102 victories in Formula One.

Apart From Being Leader in Tyres Michelin is A Generous, Inclusive Brand
Empathetic, caring and sincere, it values everyone equally and respects their differences. It is open to the world and wants to share its love of life with everyone. The Purpose of the brand is clearly expressed in MICHELIN’s purpose: giving everyone a better way to move forward.

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