Michelin Digital Transformation Initiatives

About the Customer

Michelin full name: (SCA Compagnie Générale des Établissements Michelin) is a French tire manufacturer based in Clermont-Ferrand in the Auvergne région of France. It is the second largest tire manufacturer in the world after Bridgestone and larger than both Goodyear and Continental.  In addition to the Michelin brand, it also owns the BFGoodrich, Kleber, Tigar, Riken, Kormoran, and Uniroyal (in North America) tire brands. 

Scope and Challenges

The Michelin Group has seized the opportunity by launching an ambitious, revolutionary global program called ENGAGE, which relies on new processes and the Lightning Platform. It enables the various Michelin entities and their customers to collaborate in real time, using a single tool. By placing the customer at the center of the architecture, this program offers a user-friendly, integrated approach that encourages sharing.

Sales staff and retailers in the North American market have used ENGAGE since late 2016. Originally, the challenge confronting Michelin was making the whole organization more agile. To accomplish this, it developed an innovative new tool with Salesforce aimed at making all of Michelin's data — tire references, sales history, and more — accessible in real time.

Outcome and Implications

Along with this new platform, the tire manufacturer took another look at its processes. The combination of these two factors allowed Michelin to simplify communications between sales staff and customers. The platform now influences the way sales staff manage their leads, delivery times, and even product complaints.

Salesforce has made daily tasks a lot more fluid for Michelin's sales team. Thanks to this platform, they can access data from each point of sale, sales history, and order tracking. 

Incredibly, Salesforce was rolled out in a very short time — less than six months. Today, less than a year since the launch of this solution in North America, 85% of the sales staff have already adopted it.


“With the help of Salesforce, we are transforming the way people work with and at Michelin.” - said Sophie Foucque, Director, Michelin B2B Digital Factory.

"The platform makes work much easier. It makes all of our tedious, time-consuming obligations with no real added value, like administrative tasks, go faster. That means more time with our customers. For example, 70% of our sales staff use the mobile tool, which is another reason to be satisfied. They can connect more easily and access information more quickly. They don't have to use their PCs to connect anymore." - said Sophie Foucque.

Salesforce is transforming the way people work with and at Michelin," said Foucque. It's not just the North American market: In 2017, the solution was also rolled out in Europe, with other markets to follow in 2018.

12, cours Sablon
Clermont-Ferrand, 63000 , x
33 4 73 32 20 00
Industry Employees Revenue
Automotive Subscribe Subscribe

Enterprise Software and Cloud Applications Purchased by Michelin

Vendor Old Product New Product Function Market Users VAR/SI When Live
Salesforce Oracle Siebel Salesforce Sales Cloud Customer Relationship Management CRM n/a n/a 2016 2017

IT Decision Makers and Key Stakeholders at Michelin

First Name Last Name Title Email Phone
Subscribe Subscribe CIO Subscribe Subscribe
Subscribe Subscribe Chief Digital Officer & Senior Vice President Subscribe Subscribe
Subscribe Subscribe Global Director Digirtal B2B Subscribe Subscribe