If I say “Michelin”, you think “Tires”, right? Well, that resumes why Michelin is exiting the consumer GPS Market. While you might think that this sector is technology-driven, it is not really -at least, not in the entry-level market. GPS devices have reached the point of being “good enough” and most people couldn’t care less about gimmicks like multimedia features.
However, like any commodity, branding still plays a major role in selling the products (yes, just like soap) and Michelin never built a GPS brand that did resonate with consumers. I guess that the company thought that its foothold on the “auto’ market was good enough. It wasn’t.
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