Pirelli's Rafael Navarro says the new P Zero features technology borrowed from Formula One racing.

Pirelli's Rafael Navarro says the new P Zero features technology borrowed from Formula One racing.

A company is not a living thing. It cannot have DNA, no matter how many times marketing and advertising specialists tell you otherwise.

“Adventure” is not in the DNA of the Land Rover Discovery Sport. The “pursuit of engineering perfection” is not in the DNA of McLaren Automotive Ltd.

Being adventurous or pursuing perfection may be ingrained in a company’s culture, but DNA has nothing to do with it reaching its goals.

Because so many companies use the DNA analogy, it is becoming a cliché. In an attempt to avoid that, and because I am fighting a losing battle against the improper use of DNA, I have decided to plead the case for one company to use it. Based on my research, that company should be Pirelli & Cie SpA and all its subsidiaries.

Here’s my case. To the best of my knowledge, Pirelli & Cie SpA was the first company to use it by saying “racing is in our DNA,” which it has been saying for many years. Also, Pirelli equips close to 300(!) different series, including the most popular racing series in the world: Formula One.

Two wheels, four wheels, it doesn’t matter. The latest is the Trans Am Championship, and it’s not the last.

“This new agreement with Trans Am is part of a wider plan to continue growing the commercial motorsports business in the North American market,” says Rafael Navarro III, vice president of motorsports, communications and prestige for Pirelli North America Inc.

The company even is building a tire manufacturing facility in Romania dedicated to motorsports.

“We’re working with the race promoters to partner and develop platforms that are commercially viable for both,” says Navarro, a former racer himself.

The tires being supplied to Trans Am are all radial, which shows you Pirelli isn’t changing the nature of racing, it is just evolving it for the better.

Finally, in 2017 Pirelli will have been involved in motorsports for 110 years, which also gives credibility to the company’s right to say racing is in its DNA, if only figuratively.

Interestingly, Navarro’s son, Rafael Navarro IV, is the fourth generation Navarro to race professionally. I’ll go out on a limb and say racing is in his DNA -- and that may be literally.

Author

Bob Ulrich
Bob Ulrich

Editor, Retired

Editor Bob Ulrich has earned a reputation as an industry expert thanks to his insightful, in-depth articles and blogs on the tire industry. Before joining Modern Tire Dealer in 1985, Bob earned a B.A. in English literature from Ohio Northern University. Also, he graduated from the University of Akron School of Law with a J.D.

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Editor Bob Ulrich has earned a reputation as an industry expert thanks to his insightful, in-depth articles and blogs on the tire industry. Before joining Modern Tire Dealer in 1985, Bob earned a B.A. in English literature from Ohio Northern University. Also, he graduated from the University of Akron School of Law with a J.D.

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