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Pierre-Edouard Sorel joined Michelin in 2005. He started as a sales representative in France in trade marketing. At the end of 2007, he headed the market intelligence department of Michelin's Earthmover tyres product line and has been marketing manager for winter tyres in Europe since 2011. Sorel talked to Simon Warburton about legislation, labelling and the dealer benefits of winter tyre usage.