In 1998 Bibendum was one hundred years old with the year being declared 'The Year of Bibendum'. Today Michelin in the UK is one hundred years old and Bibendum is helping us to celebrate. The company established a brand licensing programme called 'Michelin Lifestyle' and creates an economic development arm 'Michelin Development'. Michelin is still the biggest tyre maker in the British Isles and is looking forward to the next hundred years.