How Michelin Became the King of Tires

Michelin tires hold more than 20% of the global market share. Their success is essentially built on content marketing. Their first breakthrough came from developing a quick-change tire system: they sponsored races, then secretly scattered nails on the track, allowing their rapid tire change to become a champion strategy—making the brand widely recognized. Their second move involved embedding their products into all sorts of content guides, such as the Michelin Guide and traffic maps, offering essential advice in the pre-digital era.

These two key marketing moves essentially made Michelin who it is today.

How Michelin Became the Global Tire King