📂 How Michelin sold more tires by redefining fine dining

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If you hear the name Michelin, you probably think of fine dining, not tires.

You wouldn’t typically see a goofy character like the plump, marshmallow-like Michelin Man associated with the world’s most prestigious restaurants. Yet somehow, Michelin found a way to make the two go hand-in-hand.

Before Michelin stars became the ultimate culinary achievement, Michelin was just a French tire company looking for a way to sell more tires. But they took a smarter approach — selling the idea of driving. And along the way, they created one of the most powerful marketing assets of all time.

In 1900, cars were a luxury. Fewer than 3,000 were on the roads in France, and the Michelin brothers knew that to sell more tires, they needed to get people driving more. So they printed 35,000 copies of a free travel guide packed with everything a motorist might need.

At the time, most travel guides focused on trains, but Michelin bet on the car. They weren’t blatantly pushing tires — they were creating a culture of driving.

From roadside tips to fine dining prestige

At first, the Michelin Guide was just a practical handbook for motorists. But as it grew, Michelin saw an opportunity.

In 1926, they introduced the first Michelin star, marking standout restaurants. By 1936, they refined the system into the now-famous three-star ranking:

⭐ Worth a stop

⭐⭐ Worth a detour

⭐⭐⭐ Worth a special trip

This wasn’t just about recommending good food. Michelin had embedded restaurants into the driving experience, encouraging people to travel farther — and wear out their tires along the way.

Soon, Michelin Guides expanded beyond France, becoming the global authority on fine dining.

And Michelin? They weren’t just a tire company anymore. They were tastemakers.

Why the Michelin Guide worked

The Michelin Guide successfully promoted their tires because they were shaping why people needed them. Instead of telling people to buy more, they gave them a reason to drive more.

The strategy worked because it tapped into something bigger than the product:

1. It solved a problem​
   Early drivers lacked reliable travel information. Michelin filled the gap, making their brand useful long before people needed new tires.
2. It built trust and authority​
   The Michelin Guide became synonymous with quality and expertise. The company wasn’t just selling tires; they were shaping experiences.
3. It created a cultural movement​
   Over time, a Michelin star became one of the highest honors in dining. Even people who never cared about tires came to associate Michelin with excellence.
4. It evolved with the times​
   From printed books to digital platforms, Michelin adapted its guide to stay relevant, so its impact lasted for generations.

What SaaS can learn from Michelin

In order to sell tires, Michelin gave people a reason to drive. The Michelin Guide created something so valuable, so ingrained in culture — that it led people to seek it out on their own.

If you want lasting demand, don’t just sell. Create something that makes your product a natural part of how people operate.

Instead of another ad campaign, what could your brand create that:

✅ Encourages the use of your product

✅ Becomes an industry standard

✅ Outlives the campaign and takes on a life of its own

What’s your version of the Michelin Guide? Hit reply — I’d love to hear your thoughts.

—Corey