Brilliant ideas: The Michelin Guide, when, how and why it was created

At the dawn of the 20th century, the automobile was a dream for the few: fewer than 3,000 cars were on the road in France. In this pioneering context, the Michelin brothers André and Édouard, tire manufacturers, had an extraordinary idea: to promote the spread of the automobile... by also selling... a guide.

As early as 1898, in preparation for the Paris Universal Exhibition, they began collecting notes and annotations on places useful to motorists, which allowed the Guide to be published for the event. The little red book was distributed free of charge to visitors in 35,000 copies, and from there the legend began. The vision was clear: to provide motorists with practical information, such as detailed maps, tire repair instructions, a list of mechanics, service stations, and even hotels and pharmacies, in an era when every journey was an adventure. This initiative was extraordinary for two reasons: it offered a useful service to motorists and, at the same time, encouraged the use of Michelin tires. The idea was indeed brilliant: offering a cultural and informative product to encourage car travel and excursions, thereby... wearing out tires and, consequently, selling more of them. But if this had been the case alone, the guide would not have achieved the success everyone is known for: the automobile, just in its infancy, found further impetus as a means of freedom and pleasure, not just a status symbol, as it had initially appeared.