“Eufori@” – Two Premieres For Pirelli

Consumer demand for run-flat tyres is at an all-time high. In the U.S.

, for example, a recent study found that nearly seven out of eight consumers place run-flat tyres at the top of their list of features desired on new automobiles. Therefore it is expected that the demand for run-flats will increase within the next few years. This is one of the reasons why Pirelli has developed such a tyre on its own, regardless of the fact that the company is working together with Goodyear and Sumitomo on Michelin’s PAX system.

But the launch of the new tyre – called “Eufori@” – was not the only premiere for Pirelli: this run-flat is also the first tyre manufactured using the Italians’ MIRS technology. In size 205/45 R17, the “Eufori@” is original equipment on the new Mini Cooper S, shown at the Tokyo Motorshow at the same time. The name of the tyre, which will of course also be available for the replacement market and in the additional size 225/45 R17, was chosen from more than 20,000 suggestions made during an internet campaign at the end of last year.

“We expect that in three years run-flats will account for about 10 % of the high performance tyre market”, explains Francesco Gori, Senior Vice President Market Development Unit at Pirelli. “Other car manufacturers who are interested to use Eufori@ as original equipment are BMW, DaimlerChrysler, Ford and VW/Audi”, adds Maurizio Boiocchi, responsible for research and development at Pirelli Reifenwerke. From remarks such as these, one gets the impression that run-flats will become standard equipment on cars much faster than did other features, such as ABS.