Strategy by Business Units: agro

AgroTyre market in South America

The South American AgroTyre market is expected to grow by 6% per year between 2013 and 2017, up to 2 million pieces, due to the strong development in agricultural production in this Region and especially in Brazil.

The Brazilian market is also characterised by the steady renewal of machinery, which is strongly supported by the Government. This trend is particularly relevant for the Tyre market, since Original Equipment (OE) accounts for 50% of the market.


Pirelli is by far the leader in the South American AgroTyre market, which is characterised by one of the fastest growth rates globally and by a high concentration of tyre markers.

Pirelli aims at consolidating its leadership through:

  • Investments in local production capacity and R&D;
  • Technological innovation, leading the development of the Radial market in the Region with products that can increase productivity and withstand the most severe stress.

In addition, the quality of our product portfolio and consolidated partnerships with the main OEMs will allow Pirelli Agro Business to expand to new markets.


Last revised: 19 Dec 2013