The Michelin Men Driving an Empire

Herbert Lottman's 'The Michelin Men: Driving an Empire' chronicles the story of André and Édouard Michelin, who transformed a failing family business into a global tire empire.

The book explores their innovative marketing strategies, technological advancements, and unique management style.

It reveals how the Michelin brothers leveraged races, travel guides, and iconic mascots to build their brand.

Lottman delves into their personal lives and business decisions, providing insights into their relentless pursuit of excellence.

The book highlights Michelin's lasting impact on the automotive industry, showcasing its legacy of innovation, quality, and global reach.