Michelin was founded in France by brothers Andre and Edouard Michelin in 1889. The company began by making bicycle tires and, in 1891, launched the first removable pneumatic (air-filled) tire. In 1895, it adapted the same innovative technology for motor cars, showcasing it in the Paris–Bordeaux–Paris race with its own prototype car, the Eclair.

Michelin’s marketing was equally forward-thinking. At the turn of the century, cars were rare and roads limited, so the market for tires was small. Realising that growth depended on stimulating demand for driving itself, Michelin launched a brilliant piece of content marketing: the Michelin Guide.
This free guide made car travel seem exciting and accessible. It showed drivers how to get the most from their vehicles - not just for commuting, but for leisure, tourism, and exploration. It included maps, fuel stations, repair tips, and recommendations for hotels and restaurants - removing practical barriers to travel and giving people a reason to hit the road.
The Guide was hugely successful and was soon expanded to other Western European countries. It significantly boosted brand memorability and credibility, helping Michelin become a global leader in tires over the next few decades.
In 1920, the guide was relaunched with no ads, a price of 7 francs, and a stronger editorial focus. By 1926, it began awarding stars to exceptional restaurants - and the rest, as they say, is history.
Key learning:
Content marketing that is genuinely useful (or entertaining) can be a powerful long-term brand builder.

Michelin was founded in France by brothers Andre and Edouard Michelin in 1889. The company began by making bicycle tires and, in 1891, launched the first removable pneumatic (air-filled) tire. In 1895, it adapted the same innovative technology for motor cars, showcasing it in the Paris-Bordeaux-Paris race with its own prototype car, the Eclair. 
Michelin’s marketing was equally forward-thinking. At the turn of the century, cars were rare and roads limited, so the market for tires was small. Realizing that growth depended on stimulating demand for driving itself, Michelin launched a brilliant piece of content marketing: the Michelin Guide.
This free guide made car travel seem exciting and accessible. It showed drivers how to get the most from their vehicles - not just for commuting, but for leisure, tourism, and exploration. It included maps, fuel stations, repair tips, and recommendations for hotels and restaurants - removing practical barriers to travel and giving people a reason to hit the road.
The Guide was hugely successful and was soon expanded to other Western European countries. It significantly boosted brand memorability and credibility, helping Michelin become a global leader in tires over the next few decades.
In 1920, the guide was relaunched with no ads, a price of 7 francs, and a stronger editorial focus. By 1926, it began awarding stars to exceptional restaurants - and the rest, as they say, is history.

Key learning:
Content marketing that is genuinely useful (or entertaining) can be a powerful long-term brand builder.