The Michelin Men
Driving an Empire| By: | Herbert R. Lottman |
| Publisher: | Bloomsbury UK |
| Print ISBN: | 9781860648960 |
| eText ISBN: | 9780857714718 |
| Edition: | 1 |
| Copyright: | 2003 |
| Format: | Page Fidelity |
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This is the remarkable story of how two brothers - Edouard and Andre Michelin - turned a sleepy, family tyre firm in the heart of rural France into one of the most innovative and successful industrial empires in the world. Edouard, a landscape painter at the Ecole des Beaux Arts, displayed an engineering genius for tyre-making and product innovation, whilst Andre, trained as an engineer, displayed a creative genius for advertising and marketing. Together they kick-started the world motor industry and created a tourist industry around the motor car and their now legendary "Michelin Guides". The Michelin history, as described here by Herbert Lottman, reveals insights into the development of this remarkable business.