The value of the Brand

The "P Lunga" is the distinctive mark of Pirelli, the element which in the collective imagination evokes above all the product that symbolizes its core business: the tyre. The logo created almost by chance in 1908 has since stood for a solid tradition of manufacturing, quality products and service, as well as the vital requisites of reliability, strength, innovation and concern for the environment. The Pirelli brand thus stands for over 100 years of hard work, success and leadership that has endured throughout the many cultural and social changes of our age.

The Pirelli trademark placed ninth in the ranking of top Italian brands by Interbrand, the leading global brand consultant, which considers all globally recognized Italian brands that generate EVA (Economic Value Added).

The Pirelli brand was assessed at €1.5 billion with the following evaluation: "With its strong focus on the company's core tyre business, and a coherent global message (strength is nothing without control), the brand appears to successfully support price/mix driven growth. In an industry where environmental sustainability is an imperative and not an option, the challenge for Pirelli will be to capitalize on its brand by investing in the eco-tyre without diluting the high performance image."