Is image everything to Pirelli?

June 16, 2011

Pirelli & Cie SpA spends a lot of money promoting its brand -- and image. Whether its the Pirelli Calendar or the company's involvement in Formula One racing, the company knows how to make a splash.

Is Pirelli getting enough bang for its buck, however? Seven races into the Formula One season, and 20 years since Pirelli last supplied tires to F1 teams, Modern Tire Dealer Editor Bob Ulrich tries to find out.

He analyzes Pirelli's marketing strategy in his latest blog,  "Formula One involvement adds to Pirelli's brand image." He also links the company's marketing efforts to its latest financial results.

Do you agree with Ulrich? Is supplying tires to Formula One a good move for the Italian company?

To read how Pirelli is faring, click here. And let us know what you think by leaving a comment!

Latest in Consumer Tires