The Michelin Men: Driving an Empire

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I.B.Tauris, 2003 - Biography & Autobiography - 310 pages
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The remarkable story of how two brothers--Edouard and Andre Michelin--turned the sleepy family rubber firm in the heart of rural France into one of the most innovative and successful tire makers in the world. Edouard, a landscape painter, displayed an engineering genius for tire making and product innovation, while Andre, trained as an engineer, displayed an artistic genius for advertising and marketing. Together they kick-started the world's automobile industry and gave us one of the most famous and best loved company logos--the "Michelin Man." In their relentless search for new ways to publicize and market their products, they created a tourist industry around the motor car and their now-legendary Michelin Guides.
 

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Contents

A LITTLE RED BOOK
1
PREHISTORY
5
A MICHELIN IN THE FAMILY
11
THE BROTHERS MIRACULOUS
16
A TYRE IS BORN
21
OF BIKES CABS AND MOTORCARS
27
PARIS BORDEAUX OR BUST
34
BIBENDUM
39
PROSPERITY
151
DOWNTURN
156
DEATH OF A MICHELIN
163
REVOLUTIONARY FRONTS
169
CLERMONT AND VICHY
176
MICHELINS CHOICE
184
NEW BEGINNINGS
190
THE GUIDE IN A TIME OF SCARCITY
195

1900
44
COMING OF AGE
51
FRIEND OF THE PEOPLE
58
EXPORTING THE MICHELIN WAY
63
ROOM AT THE TOP
74
AT HOME
82
ANDRES AIR WAR
89
ANDRES BATTLES
100
MORE SERIOUS BUSINESS
107
OF BOMBS AND TYRES
114
TOURISTS ON THE BATTLEFIELD
124
AFTER THE ARMISTICE
132
POSTWAR PROBLEMS
137
ANOTHER ANDRE
142
THOSE STARS
146
BAD TIMES AND GOOD HOPES
200
THE GUIDE AT FIFTY
205
THE FUTURE AND FRANCOIS
212
AMERICA MA PIANO
218
THE RED AND THE GREEN
225
MICHELIN INTERNATIONAL
234
THE ROAD BACK
241
GLOBAL GUIDE
249
MICHELIN IN OUR TIME
263
BIBENDUMS BIG BUSINESS
267
THE NEXT TURN IN THE ROAD
272
Notes on text
279
Index
307
Copyright

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About the author (2003)

Herbert Lottman is an American writer based in Paris and is the European correspondent for Publishers Weekly.

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