A great blog http://blog.coker.com/index.php/2006/11/07/sema-show-2006/#more-73 points out what a terrific advert the Michelin display was, I recommend his blog, good reading.
In his words "You would not believe the display that my friend, perennial "Bib cheerleader", Oscar Pereda coordinated for Michelin! The theme was that all of the top ten fastest production cars in the world trust Michelin, shouldn’t you? TEN Million Dollars worth of cars."
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