Great Britain

"In Clermont-Ferrand, the old Carmes workshops and the Estaing storage center, built on the eve of the war, were joined in 1924 by the gigantic Cataroux factory, today still the largest in the group. Outside of France, over the years and protectionist regulations, Bibendum has established itself in Great Britain, in Stoke-on-Trent (1927), opened a spinning mill in Italy (1927), and expanded in Germany in Karlsruhe (1931). It’s a lot."

"François Michelin also knows that he still has much to do to consolidate the foundations of his own house. Everywhere in nearly all the markets that Bibendum has conquered through sheer effort, Bridgestone, the new Japanese tire giant, threatens to establish itself. The Japanese brand supplies half of the Japanese automobile production, which became the world’s largest in 1980 and 1981. In the United States, it quickly delivered to Michelin’s customers at a time when Michelin was out of stock. It plans to purchase the Firestone plant in Nashville, Tennessee, and increase its production capacity to 3,000 truck tires per day in 1983. In Europe, it is laying the groundwork, making contacts, and beginning to supply Scandinavia, Great Britain, and West Germany. It, too, is eyeing Formula 1. The result: a wild growth, as fast or faster than the French group over the past five years, with revenues of three billion dollars in 1980 (nearly seventy percent of which was from tires) achieved with only thirty-one thousand employees, gross self-financing margins of twenty-five percent, and a net profit nearly twice that of Michelin in 1980. Bridgestone, in recent years, has also surpassed General Tire, Uniroyal, BF Goodrich, Continental, Dunlop, and Pirelli to occupy the fourth place worldwide. A formidable challenger."