Pirelli poised to attack
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PIRELLI is poised to launch an attack on both the original equipment and replacement tyre market in 1985. The Italian company says it is now ready to emerge strongly.
This week, managing director Dick Shackleton told CM that whereas other tyre manufacturers had been slimming down their operations, Pirelli was already efficient. Michelin announced 2,600 redundancies in the UK last month.
Pirelli is one of the few companies which has not enjoyed a share of the original equipment market. It has depended on customer's specifying Pirelli covers and this is not encouraged by chassis manufacturers.
The company's main marketing and sales thrust will be on the original equipment market this year. Mr Shackleton said that 94 per cent of Pirelli tyres sold in the UK were produced here.
Pirelli intends to develop a strong commercial vehicle image alongside its already well-established car business. Its sales and marketing force has been strengthened and reorganised.