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Recognised by its familiar emblem, the 'Michelin Man' or 'Bibendum', Michelin, is one of the most familiar brand names in the world. Primarily a tyre manufacturer, the company has also gained an international reputation for its respected travel guides. The French tyre manufacturer began producing maps in an effort to encourage motorists to use their cars more and travel further afield, fuelling demand for their products. As motoring became more prevalent, Michelin expanded its range of maps. These days Michelin is widely respected for its cartographic output, and in 2001 a wholly owned subsidiary of the Michelin Group, ViaMichelin was launched to design, develop and market digital travel assistance products and services for road users across Europe. The company offers maps, route plans, hotel details, restaurant listings, traffic reports and tourist information delivered to a range of digital media.