Michelin Plays its Travel ‘Trump Card’
The Michelin Group is first and foremost a tyre maker – 99 per cent of its business is directly tyre related. Yet the residual proportion of Group activities not centred upon the black, rubbery rings – the company’s maps and guides, ViaMichelin and Michelin Lifestyle – should by no means be viewed as just a sideshow, a therapeutic diversion from the serious business of producing tyres. In the words of Michelin managing partner Jean-Dominique Senard, “the one per cent is crucial to the 99 per cent of sales. It gives us half a billion contacts through our website clicks, and tens of millions of maps and guides are sold.