Michelin North America, Inc.: Michelin. Because So Much Is Riding On Your Tires campaign

K. Hayes

By the mid-1980s Michelin could look back on a long history of both technical innovation and clever salesmanship.

Michelin North America, Inc.: Michelin. Because So Much Is Riding On Your Tires campaign

K. Hayes

Overview

By the mid-1980s Michelin could look back on a long history of both technical innovation and clever salesmanship. For instance, the company had developed the tubeless tire and the radial and, to publicize its products, had also pioneered the use of car races and guide books with travel information for motorists. So it was perhaps inevitable that a few years after Michelin had established its American headquarters it hired DDB Needham, New York, which was an offspring of Doyle Dane Bernbach, the ad...

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