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Michelin

Michelin

Company: Establissements Michelin

Brand value: US$6,080 million

Headquarters: Clermont-Ferrand

Category: Tires

Year formed: 1889

Michelin is best known to consumers as the maker of car tires, but the brand also produces tires for trucks, agricultural vehicles and planes. It is a premium brand, and strives to be at the cutting edge of sector innovation. Michelin promotes the values of safety, durability, reliability and service. It has become a widely recognized global brand, selling in 170 countries through 4,400 dealers, with particularly strong operations in North America and China. The brand’s focus on innovation is reflected in the launch in 2017 of a new research and development campus in Ladoux, and its partnership with a local university on joint developments focused on co-operation between humans and machines in the production process. Recent product innovations include the announcement in 2017 of Vision, a new biodegradable and 3D-printed airless tire. The brand has also developed, with Safran, the world’s first internet-connected tires for the aircraft industry. The Michelin Man who features in brand communications is synonymous with the brand, which has strong associations with rally car racing. Michelin was also an early pioneer of branded content, developing some of the world’s first road maps, and launching the Michelin restaurant guide back in 1900. The guide is still highly respected, and this side of the business has expanded, with Michelin’s acquisition in 2016 of the BookaTable restaurant reservations platform, and a stake in Robert Parker’s Wine Advocate. Michelin is listed on the New York Stock Exchange and the Euronext Paris exchange.