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The Michelin Men
Driving an Empire
Synopsis
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.
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What Reviewers Are Saying
Listed in Publishers Weekly- Books of the Year 2003: "...an intriguing history... his readable account is surprisingly detailed about the inner workings of the business... does not neglect Michelin's less attractive qualities." "This is an absorbing, novelistic read: a story not only of a French company but also of French pride... Well worth a detour." -Michael Skapinker, Financial Times "...the historical vignettes manage to bring to life a time whose fierce competition and big personalities - not least two idiosyncratic brothers from provincial France - did so much to shape how we move around today." -Matthew Kaminski, Wall Street Journal "...provides enough fascinating detail to keep the pages turning comfortably, giving a ride as smooth as a set of snuggly fitting X-radials...Lottman's account of France's most successful, most secretive, multinational... (is) a quirky slice of cultural history." -David Coward, The Independent "...the book takes off when it get to the story of the two Michelin brothers... the Michelin men are fascinating." -Karen Phillips, The Daily Telegraph (20/12/03)