Its Wing Sail Mobility (WISAMO) project aims to increase efficiency among cargo ships using an inflatable sail that deploys to take advantage of available wind, quickly retracting on demand.

Developed as a joint project between Michelin R&D and two Swiss inventors, the wing sail system isn't meant to replace ship engines but augment them with a clean, free, readily available power source. The automated sail collapses like an accordion over top of the deck when not in use. At the push of a button, the sail inflates into full, puffy airplane wing-like glory with help from an air compressor and a rising telescopic mast.

Used on its own or in groups, the wing sail transforms wind into forward momentum to decrease overall vessel fuel consumption by 10 to 20 percent, according to Michelin. The company claims that the dual-sided surface of the inflated sail improves performance over traditional flat sails, particularly when it comes to sailing upwind. And we're sure it doesn't hurt that the big, baffled sail ties in nicely with the rubbery folds of the pudgy Michelin Man, serving as something of a highly visible Michelin billboard.

The WISAMO system is automated, an important point since merchant ships likely won't have the manpower or expertise necessary to work a traditional sail. The system also works in repositioning the wing sail(s) to the optimum position for wind conditions.