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The Forgotten Years of Bibendum. Michelin’s American Period in Milltown: Design, Illustration and Advertising by Pioneer Tire Companies (1900-1930)
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During the first decade of the 20th century, the Michelin tire company began a process of internationalization. Subsidiaries were established in the heart of the main markets: those of the UK (London from 1905), Italy (with a factory in Turin, active from 1907) and finally in the United States (in Milltown, New Jersey, in operation from 1908).
The firm’s efforts within the advertising field are an integral part of the European history of graphic design and poster art, also contributing to the fame of those artists who started the movement. This was particularly so in the case of the company’s mascot BIBENDUM, which, more than a century after his creation in 1898, is still the company’s iconic symbol. But if the Michelin Company’s history in France is well known, the researchers are very interested in the company’s almost 24 year presence in the United States (1907-1930), particularly the strategies developed in the field of advertising and graphics that have been completely ignored up to now.
What were the main features of this advertising strategy and how did it differ from those that were being used by the firm in Europe at the time? To answer this question, this research work first aims to reconstruct the history of American business and its links with the parent policies. To analyze these advertising strategies, the author needed to have in-depth knowledge of the reality of cultural norms, historical events, social, technological developments and commercial competition. Collecting, classifying and analyzing these advertising campaigns have helped with the understanding of the contributions of different directives, advertising agents, art directors, designers, illustrators and graphic artists who participated in the creative process of those elements which forged the identity of the company.
The author shows how the managers had to deal with American behavioral patterns to successfully adapt their advertising campaigns. Therefore this thesis research goes beyond a study of Michelin advertising graphics or strategies. For the first time the history of Michelin’s early presence in North America is established, addressing both social and economic issues.
It also provides extensive information on Michelin’s competitors in Europe (like Dunlop, Continental, Pirelli, Bergougnan, Prowodnik, Goodrich and many others).
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- The present edition of this Thesis dissertation in the translated English version (2018) has been made possible thanks to the unconditional support of the prominent philanthropist Bruce T. Halle, successful businessman and founder and owner of Discount Tire Co., the largest independent tire dealer in North America. Mr. Halle also stands out as an art collector, highlighting The Collection of Discount Tire which comprises the most important collection of Art Nouveau lithographic posters dedicated to tire advertising. Most of these impressive posters hang on the walls of the Discount Tire headquarters in Scottsdale, Arizona. Unfortunately, Mr. Halle passed away earlier this year. I truly regret not having been able to present this project to him in person which was made possible by his generosity.
- The translation process has been directly established and coordinated from Scottsdale by Susan Driver, Art Historian and curator of the Collection of Discount Tire and author of the book Posters from the Collection of Discount Tire (2007). It has been a pleasure to work with her, and her vast knowledge on the subject, her professionalism and enthusiasm have allowed the entire project to flow smoothly from its inception to its realization. Thank you, Susan!
- Of course, I must highlight the professional work and enthusiasm invested in the project by the translator Joy Ngo, who resides between Barcelona and the United States, academic researcher and teacher of nutrition and dietetics and author of various scientific publications in the field of public health nutrition. Her comments and contributions during the translation and adaptation process has helped to enhance the comprehension of the original text. Moltes gràcies Joy!
[Translated English Edition, 2018]. Doctoral dissertation "Los años olvidados de Bibendum. La etapa americana de Michelin en Milltown. Diseño, ilustración y publicidad en las compañías del neumático (1900-1930)" submitted by Pau Medrano-Bigas. Supervisor: Dr. Anna Calvera Sagué. Department of Image and Design. Sant Jordi Faculty of Fine Arts. University of Barcelona. Barcelona, 2015. [http://hdl.handle.net/2445/66327]
- The translation process has been directly established and coordinated from Scottsdale by Susan Driver, Art Historian and curator of the Collection of Discount Tire and author of the book Posters from the Collection of Discount Tire (2007). It has been a pleasure to work with her, and her vast knowledge on the subject, her professionalism and enthusiasm have allowed the entire project to flow smoothly from its inception to its realization. Thank you, Susan!
- Of course, I must highlight the professional work and enthusiasm invested in the project by the translator Joy Ngo, who resides between Barcelona and the United States, academic researcher and teacher of nutrition and dietetics and author of various scientific publications in the field of public health nutrition. Her comments and contributions during the translation and adaptation process has helped to enhance the comprehension of the original text. Moltes gràcies Joy!
[Translated English Edition, 2018]. Doctoral dissertation "Los años olvidados de Bibendum. La etapa americana de Michelin en Milltown. Diseño, ilustración y publicidad en las compañías del neumático (1900-1930)" submitted by Pau Medrano-Bigas. Supervisor: Dr. Anna Calvera Sagué. Department of Image and Design. Sant Jordi Faculty of Fine Arts. University of Barcelona. Barcelona, 2015. [http://hdl.handle.net/2445/66327]
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MEDRANO BIGAS, Pau. The Forgotten Years of Bibendum. Michelin’s American Period in Milltown: Design, Illustration and Advertising by Pioneer Tire Companies (1900-1930). [consulta: 22 de gener de 2026]. [Disponible a: https://hdl.handle.net/2445/126382]