Selling tires to selling kilometers. Was that strategy successful for the brand Michelin?

The paper explores Michelin's strategic shift from traditional tire sales to a comprehensive mobility solution through the Tires-as-a-Service (TaaS) model. By offering customers a payment structure based on distance driven, Michelin aims to enhance customer experience and create long-term relationships. Despite being a pioneer in this approach during the early 2000s, the transition also brought challenges that the company had to navigate. The analysis highlights both the innovative aspects of this strategy and the potential drawbacks faced by Michelin in implementing it.