Michelin marketing through motorsport. (Company Round-up).(Brief Article)

Michelin was on the front row of the recent Brazilian Grand Prix and hopes to be on the winners' podium shortly. No idle boast but the expectation of a marketing plan that is the driving force behind the race to become the world's number one tyre company. Formula One delivers a global shop window and the supreme technical challenge. Winning portrays both the competitive spirit and the technical talents of the company.

The marketing-led decision to re-enter this sporting arena is the result of continuous research that has proved that the time is now right to use Fl to increase the brand marketing image worldwide. Michelin is already a major player in many …