Will sale to ChemChina alter Pirelli’s motorsport focus?

The prestige, brand recognition and technology offered by top-level motorsport are a key component of Pirelli’s appeal to ChemChina

After the second grand prix of the second year of Pirelli’s second three-year stint as exclusive Formula One tyre supplier, Motorsport director Paul Hembery addressed questions about its F1 programme in the ChemChina-owned era. “For us, it’s business as normal,” Hembery told motorsport magazine, Autosport. Indeed, the centrality of top-level motorsport to the manufacturer’s brand – “Motorsport for Pirelli remains key,” in Hembery’s words – is an obvious attraction to a Chinese company buying into the premium manufacturer’s market positioning.

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