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.
Herbert Lottman is the European correspondent for 'The Bookseller' and 'Publisher's Weekly'. He is author of numerous successful books including 'Return of the Rothschilds' (I.B.Tauris) and biographies of Camus, Flaubert and Jules Verne. He lives in Paris.