Michelin is finally fed up with being eaten alive by Waze!

Heir to Michelin’s expertise and its famous travel maps, the ViaMichelin app finally gives itself a chance to succeed.

Indeed, by 2024, some questions have become obsolete on the way to vacation. We can casually mention “do you have change for tolls?”, “how much should I tip the gas station attendant?”, “regular or unleaded?”, “can you rewind the tape?”, and of course “Did you put the Michelin maps in the glove compartment?”.

Now, the maps are on the phone or behind the car’s multimedia screen. This paper accessory, however, made the tire manufacturer’s reputation just like its restaurant guide. So how can we explain that Bibendum has been crushed by Waze, Google Maps, and others that arrived much later and do not possess the same technical background? A real shame because the ViaMichelin website, launched as early as the late 1990s, had everything it needed to become the absolute reference for travel planners.

The Awakening of Bibendum!

Michelin seems to finally be shaking off its lethargy and is launching a reimagined version of its mobile app ViaMichelin. A revolution in route planning according to the French brand, but is it not too late? The new website and the new app aim to simplify trip planning by centralizing the best routes, selections from the Michelin Guides, and rich editorial content. In short, everything Michelin has owned for over a century and has long managed to sell. But today, information must be free, as you know since you’re reading this. Michelin missed the turn on monetizing its know-how.

The app can suggest tourist stops along the way upon request, linked to restaurants and accommodations. Even better, you can follow the picturesque “green routes” for culturally enriching and environmentally friendly detours. Driving like a bat out of hell is over, as we are finally starting to understand that the journey can be part of the pleasure of traveling. Taking a few extra hours to discover a major tourist site or to stop at a wonderful little restaurant is what holidays are about, and among the most beautiful and least expensive!

So in addition to offering the best way to get from point A to point B, ViaMichelin proposes to travel differently. This is exactly what one could expect; it is timely, in short, it’s perfect. The ergonomics are satisfactory, but a brief adaptation period will be necessary as it differs from the usual planners. One regret, electric car drivers are a bit neglected, but we’re used to it… It’s frustrating because that is precisely the point that could have made the difference!

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