Yeah, it was at the very early age of car democratisation, people had cars but didn't knew what to do with them. So Michelin, to encourage them to use their tires, made a book promoting restaurants all over France and cards of all the french roads, to promote tourism.

According to ICE (Institute of Culinary Education): "The prestigious red guide dates all the way back to 1900, when Michelin began encouraging new drivers to take road trips to local attractions. Among other things, the guide included anonymous European restaurant reviews that focused on the quality and flavor of food served, as well as mastery of culinary technique and personality of the dishes."