Create successful ePaper yourself
Turn your PDF publications into a flip-book with our unique Google optimized e-Paper software.
Motorcycle tyres celebrate 100 years: a history<br />
of technological development in the name<br />
of sportiness, as the new-born Dragon Evo<br />
and Dragon GTS demonstrate.<br />
In line with the generalized slowdown of production, the demand for commercial vehicles<br />
also fell by approximately 10 percent.<br />
Exports to countries in the area, particularly to Columbia and Ecuador, also fell sharply.<br />
In other geographic areas, <strong>Pirelli</strong> marketed its car and recreational tyre ranges by<br />
constantly expanding distribution networks and by lending support for marketing, logistics<br />
and technical assistance to the representative offices in the main markets (Beijing, Dubai,<br />
Hong Kong, Moscow, Sydney, Singapore, East and West Africa and India).<br />
Despite the difficulties caused by the economic situation, volumes and sales maintained<br />
satisfactory levels, thanks to the complete range of products and the strong image of the<br />
brand name. One of the initiatives designed to support a further growth of volumes and<br />
presence took off in January 1999, in Japan, in the form of a joint venture, in which <strong>Pirelli</strong><br />
has a majority interest, with Abe Shokai, formerly the local distributor for <strong>Pirelli</strong> products.<br />
Activities in the Business Units can be described as follows:<br />
• In the Agriculture Tyre B.U., 1998 saw the finalization of the incorporation of the new<br />
company Trelleborg Wheel Systems S.p.A., between the Swedish industrial group of the<br />
same name and <strong>Pirelli</strong>, which holds 40 percent of the capital. The initiative has the aim<br />
of creating a wider coverage of the various potential segments of the European market,<br />
through the integration of the <strong>Pirelli</strong> radial tyre range with the Trelleborg line, for use<br />
with farming and forestry equipment and industrial lifts.<br />
• Sales of the Motorcycle Tyre B.U. maintained the same levels as the previous year. The<br />
favorable trend in sales volumes on markets in general was neutralized by the fall in sales in<br />
Germany, caused by the unfavorable weather conditions. Although sales remained largely<br />
unchanged, the net result improved, drawing benefit from the effects of measures in the<br />
area of manufacturing, with generalized cost efficiencies and the adoption of a new kind of<br />
“lean factory” organization. Investments, aimed at revitalizing the product portfolio and<br />
processes, remained high. New products include: for high-performance motorcycles, the<br />
Dragon EVO and the Dragon GTS, in the recent Zero degree technology and with innovative<br />
materials behind a decisive improvement in performance; in the Enduro segment, the<br />
Metzeler Tourance and the new <strong>Pirelli</strong> Scorpion line; in Touring, the Metzeler Marathon ME<br />
880; in moto-cross, the new <strong>Pirelli</strong> MT 480 Super Cross. In the context of sporting activities,<br />
there were important results, including a first place in the World Moto Cross Championship<br />
in the 500-cc category and first place in the European Supersport 600 Championship.<br />
• The Industrial Projects and Licenses B.U. acquired contracts to supply machines to<br />
licensed dealers in Egypt and Tunisia. A new contract has also come into force to double<br />
the capacity of the Hualin factory in China, supplied by us in the early 90’s. Considerable<br />
effort has also been devoted to preparing an industrial design to expand the Alexandria<br />
Tyre plant which involves doubling truck production and the introduction of car<br />
manufacture. Activities associated with existing contracts in China and India (car<br />
projects) and in Egypt (trucks) continued.<br />
• In 1998, the Steel Cord B.U. operated in a world market which showed a slight growth<br />
(+2.5 percent), characterized by stability in Europe and North America. Within this<br />
scenario it proved possible to seize market opportunities associated with the departure<br />
of small manufactures.<br />
i<br />
33