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.