MICHELIN, a powerful brand
Over one hundred years old, the MICHELIN brand now enjoys an indisputable power and reputation on an international scale. It is one of the Group’s most precious assets, as a lever for the success of its ambitious “MICHELIN in Motion” strategic plan.
The foundations of the MICHELIN Brand’s reputation
Over 130 years of history, a strong culture of innovation and quality, a symbol of the highest level of safety and performance: a host of elements that characterize Michelin and give it its value and favor today. The Group can also count on its famous Michelin Man. Named the icon of the millennium by New York’s Advertising Week in 2018 and best logo in the world by the Financial Times in 2020, Bibendum (or the “Michelin Man”) is much more than just an advertising emblem, also contributing to creating trust capital and proximity between the Brand and its customers.
MRDs $: the value of the Michelin Brand in 2023*
*source: Brand Finance Top 500
A motion brand that carries the Group’s strategy
A record just like its reputation
The Group’s brands strategy
Boosting its market shares via a diversified offer in the tire and track fields.
In addition to the MICHELIN brand the Group boasts several tire brands that allow for meeting the various needs expressed by consumers.
The Group became the global leader for off-road mobility solutions by adding rubber track solutions to its tire offer.Developing market access via integrated and franchised distribution networks
With brands such as Euromaster, Europe’s #1 with 2,500 service centers in 17 countries, TCI in North America and TyrePlus on the other continents, Michelin holds a vast integrated and franchised distribution network. And to boost its presence in e-commerce, which has now become essential, Michelin has enriched its network of Pure Players, such as Allopneus in France or Blackcircles.com in the United Kingdom, the number 1 for online tire sales in their respective countries.
Supporting its growth ambitions beyond mobility
In order to conquer new areas for growth and have a positive impact on the environment and society, Michelin is implementing in particular an active acquisition strategy that allows it to enhance its expertise, especially in the fields of High-tech materials and data. This is how, for example, the Flex Composite Group’s brands, specialized in high-tech fabrics and films have been added to the Michelin Group’s portfolio of brands.
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