Michelin shows passion at launch.

Michelin launched its Formula One comeback in Paris this morning, speaking of its desire to tackle rival Bridgestone head-on in search of success.

Speaking at the launch, Edouard Michelin described the challenge that the company faced in trying to halt the success of runaway leaders Ferrari and McLaren in 2001, but claimed that he was pleased with the progress that had already been made in testing.

"The true spirit of racing is the challenge, the passion and the team," he said, gesturing to the assembled guests which included team bosses Alain Prost, Frank Williams, Flavio Briatore and Bobby Rahal, "Even the fiercest competition does not exclude the possibility of forming strong relationships. The challenge for everyone here is to help close the second or so gap to Ferrari and McLaren-Mercedes. This is some challenge.

"I also mentioned passion. The passion for technology, passion of the people eagerly anticipating the changes that a new season brings to the ranking of drivers and teams. Our partners' lap times at Barcelona on Friday showed that, even though we have only been testing on actual grand prix circuits for a very short period, we are making constant progress.

"What really makes me happy is what Eddie Irvine told me the other day as he got out of the car: 'You can tell from the moment the car turns a wheel that these tyres are not Bridgestones!' There cannot be a better way to express the fact that our tyres are very much our own. This is what I would call 'the Michelin touch' and, within the Michelin Group, we like to be different!"

Michelin went on to admit that the return to F1 was not entirely motivated by sport, but would also provide a valuable business asset to the company.

"We must manage the image of a brand that is widely known and respected in Europe and North America, and extend this awareness to the rest of the world," he said, "I have agreed with Pierre Dupasquier , our motorsport director, on the objective that, by the end of 2001, podium or no podium, we must have proved that having Michelin tyres provides a distinctive advantage to the users. What I would love to hear in the paddock is the question 'are those tyres....or are they Michelin tyres?'