A bold brand
Courageous and free-minded, it is not afraid to think outside the box, forge its own path and explore uncharted territories in order to achieve success. Michelin is continually developing groundbreaking products and services, such as its Vision concept and the Michelin CrossClimate range, the first summer tires certified for winter use.
A dedicated brand
Passionate, strong-minded and proactive. Steadfast in its values, it is not afraid to take a stand and show initiative to defend its ideas. An example is Michelin’s pledge to fight planned obsolescence by means of long-lasting performance.
A generous, inclusive brand
Empathetic, caring and sincere, it values everyone equally and respects their differences. It is open to the world and wants to share its love of life with everyone. An example is the Group’s Ouro Verde Bahia program, which contributes to local community development.
"The Michelin brand is the best expression of our Purpose: giving everyone a better way to move forward. It embodies the Group's strengths with our customers and partners around the world. It's a promise that defines us and commits us.”
Solid technological leadership
Throughout its history, Michelin's growth has been fueled by technical innovation.
Innovation in products and services
With €700 million spent every year on R&D, innovation is one of the pillars of Michelin’s strategy to stand out from competition. The Group’s innovation programs have focused on delivering sustainable mobility solutions for more than 20 years.
Today, it is the world’s leading manufacturer of fuel‑efficient tires and a pioneering champion of the functional economy, which consists of selling a service or the use of a product rather than the product itself. Creating innovative products and services allows Michelin to consolidate its leading position while offering pertinent solutions to its customers.
Innovation in communication
Since the beginning, Michelin has been a trailblazer in communication. This is thanks to the lovable Michelin Man, Michelin maps and guides as well as unique physical and digital services that take the hassle out of travel.
Today, Michelin enjoys strong brand awareness due both to the quality of the tires it sells and to the Michelin Man, who has been part of our hearts and homes for more than a century and recently was named Icon of the Millennium by Advertising Week.
Innovation in motorsports
Another avenue for the Michelin brand to raise its public profile is motorsports. Michelin's passion for racing, whether Endurance, Rallying, MotoGP or Formula E, spans more than a century and includes some legendary titles. Motorsport — the Group's other test lab — is an integral part of the Brand's DNA. For more than 100 years, Michelin has been developing track-to-street technologies the world over. Michelin owes this prestigious legacy to its passion for motorsports.
Today Michelin is mainly involved in competitions related to more sustainable forms of mobility, such as the FIA Formula E Championship (since 2014) and the FIA World Endurance Championship (WEC). Our experience on the racetrack allows us to develop tomorrow's mobility innovations.
Michelin's unparalleled motorsport track record
Michelin is the manufacturer with the most world titles to its name in the FIA (Fédération Internationale Automobile) and FIM (Fédération Internationale de Motocyclisme) championships, including:
- More than 390 wins and 28 driver titles in MotoGP™
- 27 wins in the 24 Hours of Le Mans (including the inaugural race in 1923)
- 25 driver titles and 27 manufacturer titles in the World Rally Championship (WRC)