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Pirelli

 

Pirelli

Company: Pirelli & C. S.p.A.

Brand value: US$891 million

Headquarter city: Milan

Category: Tires

Year formed: 1872

 

Pirelli has become one of the biggest names in tires in the world, sold in more than 160 countries through a network of around 12,5000 distributors and retailers. It is a premium brand known for its long history and reliability, and as the inventor of the wide radial tire back in 1974 when the Lancia rally racing team needed a tire strong enough to withstand the power of the new Lancia Stratos. The brand is also known for its long association with motorsports. Pirelli is the exclusive tire supplier to the Formula 1 championship between 2011 and 2019 and to the FIM World Superbike Championship. Sporting legends tend to feature in Pirelli advertising, and Ronaldo and Carl Lewis both appeared in what became internationally famous ads with the tagline “Power is nothing without control”. The Pirelli Calendar has been published since 1964, and “The Cal” that began as a corporate gift for Pirelli partners quickly evolved into something the brand positions as an artistic cultural statement featuring work by some of the world’s most famous photographers. The 2018 calendar features an all-black cast of models in scenes from Alice in Wonderland. Pirelli sponsors Inter Milan football team, is the title sponsor of the Spanish and Hungarian Grand Prix, and supports sailing, young rally drivers and winter sports. In 2015, ChemChina, Camfin and LTI acquired Pirelli for €7.1 billion and its shares were delisted from the Milan Stock Exchange, though a relisting of 40 percent of the equity in the company is anticipated.