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.
- ISBN10 1860648967
- ISBN13 9781860648960
- Publish Date 24 October 2003 (first published 23 October 2003)
- Publish Status Active
- Publish Country GB
- Publisher Bloomsbury Publishing PLC
- Imprint I.B. Tauris
- Format Hardcover
- Pages 288
- Language English