Reading rank 388
Michelin Guide
, subject: Travel guidance, motoring, and Michelin's demand-generation strategy, 1900
A guidebook designed to encourage more driving, and therefore tire wear, makes its commercial purpose unusually visible.
19
Coverage Score
3
Scored evidence
About the book
The 1900 first edition distributes 35,000 copies free of charge, and the brothers reason that motorists who drive farther will wear out tires sooner and buy replacements from the Michelin company.
Why read it
Best if you want a concrete case of a promotional tool, built to sell tires, that also drew praise as one of the most successful guidebooks in history, and you're interested in publicity's role in that recognition.
Key themes
- Creating demand through driving
- A promotional tool earns independent recognition
Evidence and original sources
This record is supported by 4 public evidence rows linked to original Founders episodes.
- The Marketing Genius of the Michelin Brothers — David calls the Michelin Guide probably the most successful guidebook in history.
- Jiro Ono: Simplicity Is The Ultimate Advantage — David refers listeners to earlier Founders coverage while explaining the first Michelin Guide and Jiro’s three-star rating.