Michelin's Makeovers

The recession has Michelin making itself over.

To justify the high prices of its tires, according to CNN Money, the once mild-mannered Michelin Man is being transformed into a “tire-tossing superhero.”

It’s all in an effort to project the image that these tough, sturdy tires are worth the money (even the Michelin company admits its prices are steep). Rather than relying on the kind, innocuous image of yore, which spokespeople admitted was somewhat “passive,” they’re opting to go back to the Michelin man’s origins when he took on the persona of a gladiator and defender of the weak.

The company is also revamping its famous food guides that bestow coveted stars on restaurants like Thomas Keller’s Per Se and Joel Rubuchon’s outlets worldwide. But Michelin says they’re not just about doling out plaudits to expensive eateries. According to Marketplace, the guides are now reflecting consumers’ desires to find good food at good value. That means the guides will now include categories like the best restaurants under $25.

The guide makers will have to get the memo to the Michelin Man though. Under his new image revamp, the once plump pitch man is getting an more svelte physique.

Photo courtesy hyku via flickr.