28 Sep 2006
Tivoli, Italy -- Trelleborg Wheel Systems SpA is phasing out its use of the Pirelli brand for farm tyres and will instead place greater emphasis on its Trelleborg brand for the farm and forestry markets.
The business unit of Swedish rubber products maker Trelleborg AB said the move is necessary because its license to use the Pirelli name expires in 2010.
The company said it will begin switching its Pirelli-branded radial farm tyre line to the Trelleborg brand next year, starting with the TM900 High Power and followed by the TM800, TM700 and TM600 models.
In 1998 Trelleborg Wheel bought a share of Pirelli SpA´s agricultural tyre business, including the factory in Tivoli, Italy, and completed the takeover in 2001.
The takeover gave Trelleborg access to radial technology for tractor drive tyres.
Trelleborg emphasised that the quality of its farm tyres will not change and its goal going forward is to "transmit the values and technological heritage of Pirelli agricultural tyres to its new brand."
Trelleborg did not say what it expects the transition to cost in terms of new moulds but did say it will double its advertising and marketing budget during the transition to make sure the message is clear.
Trelleborg Wheel generated $403.7 million (€317.1 million) in sales last year, or about 13 percent of Trelleborg´s corporate revenue.
Besides farm tyres, the business unit makes solid and pneumatic industrial tyres and wheels for both farm and industrial uses.
From Rubber & Plastics News (A Crain publication)
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