Michelin

HOW TWO BROTHERS REVOLUTIONIZED TWO INDUSTRIES WITH ONE BRAND.

- Robert Klara

Early in the morning of June 6, 1944, in the darkest days of WWII, 156,000 troops prepared to storm the beaches of Normandy. To improve the odds, Uncle Sam had equipped the men well. Among other things, each carried an M-1 Garand rifle, a first-aid pouch, a watch and K-rations. And while casualties would be heavy that day, the Army also tucked a specific item into the men’s haversacks that would come in handy to those who made it off the beach: a Michelin travel guide to coastal France.

Today, that story is a historical footnote, but the reasoning behind it is not. For the savvy traveler, especially in Europe, Michelin guides remain the most concise and definitive information source available. That may come as a surprise for some Americans who know Michelin only as a tire company. But, as it turns out, one has everything to do with the other.