Rubber care

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When you don't care about tyres, you don't care about your car. It's never too often said, those four tiny pieces of contact between you, your vehicle and the road can make or brake your car and more... Michelin was probably the very first to understand this fact and also the marketing values of that concept. And more than 100 years later they become more and more aware that mixing a bit of the past into their marketing won't hurt either. At Retromobile Paris they showed their recreation of the 1927 Morris Commercial Van which they used back then to promote their products. The recreation even includeds a "time warp" Michelin service man Paul Niblett. He can tell and explain about the prewar products and the tyre needs of your car as if it is 1929 today. Doing so he is so convincing, that we finally asked him which year it is now. After a very short hesitation he smiled and said: "It's when my mobile phone rings that I remember in which century I live." Read all about Michelin's Morris recreation and more in the May issue of 'The Automobile'

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