classic Michelin ads

Tires are not something most folks think about often, except for, you know, when something goes wrong or a new set must be purchased. That frequency of attention belies tires’  importance and their prevalence in everyday life. Michelin has been at the forefront of tire manufacturing and technology for over 100 years, which means it lived through the introduction of key new technologies like the radial tire, as well as advances in advertising. Take these old ads from Michelin, which live at the intersection of the then-new radial tire and awesome period advertising. As Car and Driver celebrates its 60th anniversary with collections of classic ads throughout the decades, enjoy a few retro Michelin spots featuring the radial tire:

Michelin radial années 1970-lo

Michelin Radial Annees from 1970

4 T

Drive a Michelin from 1974

Affiche ZX 1975-lo

Affiche ZX from 1975

Switch to Michelin 1980-lo

Switch to Michelin from 1980

Go for it 1983-lo

Go for it from 1983

Demand the best 1986

Demand the Best from 1986

Energy MXV4 1995

Energy MXV4 from 1995