<P> Bibendum, commonly referred to in English as the Michelin Man, is the symbol of the Michelin tire company . Introduced at the Lyon Exhibition of 1894 where the Michelin brothers had a stand, Bibendum is one of the world's oldest trademarks . The slogan Nunc est bibendum (Drink up) is taken from Horace's Odes (book I, ode xxxvii, line 1). He is also referred to as Bib or Bibelobis . </P> <P> Michelin dominated the French tire industry and was one of the leading advertisers; to this day its famous guidebooks are widely used by travellers . Bibendum was depicted visually as a lord of industry, a master of all he surveyed, and a patriotic expounder of the French spirit . In the 1920s, Bibendum urged Frenchmen to adopt America's superior factory system, but to patriotically avoid using the "inferior" products of those factories . As automobiles diffused to the middle classes, Michelin advertising likewise shifted downscale, and its restaurant and hotel guides likewise covered a broader range of price categories . </P>

What is the symbol of the michelin tyre company