Dr. Paolo Masera, the current boss of Pirelli Reifenwerke, is convinced that Pirelli has every reason to look to the future as a profitable, independent tyre manufacturer. The revolutionary production method MIRS will not only make it possible for the Italian manufacturer to gain cost leadership, he believes, but the automated production process also promises a great improvement even on today’s quality. He stresses Pirelli’s role as the well-accepted technology partner of the motor manufacturing industry in Europe, supplier to Porsche, BMW, Rover, DaimlerChrysler, Ford, Volkswagen, Audi, Opel and others. Pirelli will not offer a multi-brand strategy because users are less interested in so-called cheap brands; they would rather buy first-class brands at a more favourable price. That does not exclude arrangements with larger customers for the supply of certain group house brands, e.g. Courier, if there is a call for it. The German organisation is facing a fundamental change. In future the emphasis will be more on key accounters, and so-called “channel marketing” is to be strengthened.