Michelin to Hold Renamed Challenge Bibendum in Montreal Next Summer

French tiremaker Michelin & Cie. is changing the name of its Challenge Bibendum event, which showcases sustainable mobility technologies, to Movin’on.

Michelin held its first Challenge Bibendum in 1998 in France. Ten other global cities have hosted the event, which was last held in Chengdu, China, in 2014. Bibendum is the French name of the tire company’s iconic “Michelin Man” mascot.

The company says the name changes reflects the ongoing transformation of the transportation industry, which is becoming increasingly focused on new mobility services to reduce congestion and pollution in mega-city centers.

Michelin also aims to attract a broader range of participants, including carmakers, suppliers, tech companies, startups, research organizations and other groups, that will demonstrate clean vehicle technologies in a variety of competitions.