Michelin: Building a Digital Service Platform

Michelin, a tire company with over a century of experience, attempts to develop a digital service platform for its fleet and dealer customers. The case focuses on the challenges of bringing a large, well-established company into the digital age. Concerned about the slow growth in the tire market, Florent Menegaux, Michelin’s CEO, set out to redefine the company as a mobility company. As part of this growth strategy, Michelin started offering a host of services such as fleet management and tire-as-a-service. In January 2020, Ralph Dimenna, Global President of its Service and Solutions group, launched its latest initiative called Digital Service Platform, a cloud-based system that connected Michelin with its fleet customers and dealers. However, the program was facing resistance in the market and he wondered what he could do to accelerate its acceptance.