Motoring, marketing, and the story of the Michelin Man

Michelin is the world's leading tire brand and has been for 120 years, but the Michelin Brothers did far more than just make good tires. Born in 1898, Bibendum (the Michelin Man) has communicated Michelin's message across the entire history of the automobile. A rare original Bibendum poster printed in 1910 is going to auction in Paris this week at RM-Sothebys and the competition to own that poster could be intense as it is far more than automobilia – it is a landmark in the history of advertising and marketing and a gilt-edged investment.

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