Produits signés Michelin et Bibendum.
In 1990, Michelin had conquered the global tire market and was believed to be invincible. Yet that year, the French industrial giant began to falter: colossal losses, alarming debt, an organization on the brink of collapse… Michelin was suddenly faced with a crisis whose scale took even its executives by surprise.
Éric Bourdais de Charbonnière and Michel Rollier, key figures in the group’s rescue, shed light on an often-overlooked chapter in its history: the years of chaos, the difficult decisions, but also the “miracles” and the management transformation that enabled the Clermont-Ferrand-based company to regain its place at the top. The story of thirty years of rebuilding, innovation, and resilience at the heart of a French industrial flagship.
Size : 21 cm x 14 cm
232 pages
French edition
Printed in France
A deep dive into Michelin’s years of crisis, from near-bankruptcy to a new beginning.