"The question is, how do we leverage technology to have a good show? And that’s where F1 comes into play, because we have been discussing with them for a very long time—and we are not in agreement,"
...
"And of course there are side benefits—a side benefit is the show. A side benefit is the brand awareness. But in terms of brand awareness, Michelin is one of the best-known brands in the world. We don’t need to do this"
