The N°1 Tyre company in the world desires to position the customer at the heart of the business. To make Michelin a customer-centric company, Quality has a role to play.
The company, setting up the Quality revolution from zero default to 100% customer satisfaction, needed a powerful motto and a flag to lead the internal teams all around the world. The Q monogram is a striking signal rooted in Michelin know-how to communicate the key company engagements. Q for Quality In Action, the motto we designed to give a new face and ambition to the Quality Policy.