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The Michelin Men: Driving an Empire

Author: Lottman, Herbert R. Set In . . .
 Europe, France
Genre: Historical
Time Frame: Various
Published: 2003
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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