irl
Always thought it was just a coincidence of two families having the same name and engaged in very different businesses
Also the tire guy is named Bibendum 
TL;DR Two Fr*nch men start a tire company. To encourage more driving, they made a road guide which had instructions on how to care for the car, and restaurants to visit on the road.
Only bougie frogs could afford vehicles, so they started giving stars, Michelin Stars, to restaurants that were worth the drive. That eventually spun off into its own thing, which we now know today
https://thestrategystory.com/2021/03/05/michelin-star-restaurant-story
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Their tires are pretty good. PS4S for summer, X-Ice Snow are planned for this winter, can't wait to see how they are vs my old Blizzaks.
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Costco Tire Supremacy
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But muh soopercar tires
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They don't make PS4S in my rear tire size anymore, and I didn't feel like spending $500ea on tires using 15-year-old tech, so I got some General G-Maxes for $250ea and I'm actually really impressed by their grip. Haven't had a chance to drive in heavy rain yet or see how the tread wear is, but I'm really impressed. Made by Continental too.
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The problem with cheap tires is they wear like shit. I had an identical truck to friend, same size all terrains, but I went with Toyo Open Country AT3s and he had Falken Wildpeaks, and they performed the same new but his absolutely turned to shit in 20k while mine were still good as new
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I go through tires every 10k miles because I drive like an butthole. They only need to last long enough for me to chew them up drifting freeway entrances.
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I get a little wiggle from the back in 1st but that's about it and I'm confident I'll get at least 30k miles out of these. I'm hearing more about General, seems like a solid budget option.
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