THE VALUE OF THE PIRELLI TIRES BRAND
Pirelli is synonymous with innovation in communication, too. For Pirelli, communicating is seeking new ways and new language to create tools to
transmit a way of being. Without ever forgetting its history and tradition.
The origins of a modern brand
Founded in 1872 by the young Giovanni Battista Pirelli, Pirelli & C. began diversifying its products well ahead of its time (producing insulated conductors for telegraph communications, submarine telegraph cables and a range of technical items), and investing in the promising automotive industry.
The Marca Stella Brand
Pirelli’s “marca stella” bicycle tyres were a symbol of innovation and cutting edge technology. The company launched its debut car tyre, the “Ercole”, in1901.
Sporting victories
The first sporting victories confirmed the enduring success of the Pirelli brand: the 1907 Peking-Paris was a key opportunity for reputation building.
The legendary elongated P
In 1908 Pirelli adopted the elongated P logo, which came to identify the company worldwide and from then on, consolidating the brand’s identity.
The industrial boom years
The 1920s saw the development of the innovative Cord technology, successfully applied in the most important competitions of the day (Formula 1, Rally, Superbike and Mille Miglia), and definitively associating the brand with high performance products.
The first industrial magazine
The Pirelli magazine was launched in 1948, an innovative communications tool that blended industrial culture with promotional activities.
Industrial successes
In the early 1950s Pirelli developed the revolutionary Cinturato radial tyre, still in production today, and also excelled in the cable industry, winning a contract to lay coaxial cables for the new long distance telephone network and Italian television communications.
1952: Pirelli Cinturato
1960: Pirelli Center(Gio Ponti)
The Pirelli building
Reflecting the Group’s strong commitment to international expansion,1960 saw the opening of the new headquarters in Milan, the “Pirelli Centre”, in the skyscraper designed by Gio Ponti.
Product innovation
In the 70s and 80s the “low profile” design revolutionised the very concept of the tyre, leading to the creation of the P7, a ground-breaking product for the industry.
In 1977 the first experimental telephone connection using fibre optic cable was made, and in ’81 the first fibre optic telephone line was installed on the national network, between Padova and Mestre.
Planet Zero
The 1987 Sanremo Rally saw the launch of “P Zero”: the new tread design set to replace the classic rain tyre was exclusively fitted on the Ferrari F40.
Industrial Design
In 2002 Pirelli decided to deploy its industrial design expertise in the world of fashion, launching the PZero project. The name chosen for the apparel brand comes directly from the tyre invented in 1987.
Formula 1™
Pirelli blazed back into F1™, signing in 2011 an important agreement as sole supplier for the 2011-2013 period, renewed for the next three years up to 2016, and continuing to invest in communications activities to promote its pioneering industrial and technological innovations for Formula 1™.
Pirelli Tires carries a huge selection of quality tires:
- Car/Truck
- Motorcycle
- Motor Sport
- F1