Giovanni Batista Pirelli / "Pirelli"

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Italian company Pirelli differs high quality of production and specialises on manufacture of automobile tyres, high-voltage and telecommunication cables. Many, however, judge about Pirelli exclusively on calendars with beautiful models - result of an ingenuity of experts of the company on marketing thanks to what the firm has received the wide popularity, new clients and success in the market.

Italian company Pirelli differs high quality of production and specialises on manufacture of automobile tyres, high-voltage and telecommunication cables. Many, however, judge about Pirelli exclusively on calendars with beautiful models - result of an ingenuity of experts of the company on marketing thanks to what the firm has received the wide popularity, new clients and success in the market.

Calendars Pirelli are considered as the best advertising course of 20 centuries and works of art. Recently Pirelli has broken more than forty-year tradition and has let out the well-known calendar with photos dressed, instead of the bared women. According to photographers and designers, the half-naked bodies decorating pages of a calendar since 1964, already rather have bothered public. On a cover of the present edition it has been decided to place a photo of the girl in an autumn coat. Contrary to usage, as model the next Hollywood star, and the seventeen-year-old niece of present US president George Bush have been chosen not. Loren Bush, the grand daughter of 41st US president (Bush-senior), it was simply happy and shared emotions with journalists: «I have talked to the grandmother and the grandfather, and they were happy. And when I have told, that in a photo I will be in clothes, - were delighted even more».

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In 1872 engineer Giovanni Batista Pirelli (to it then there were 23 years) with partners has got in Milan small zavodik on manufacture of rubber products. Pirelli has just returned from Switzerland where studied chemistry.

There has passed all year, and at factory 45 persons who were engaged in manufacture of hoses, fire engines and other industrial goods already worked. In 5 years Pirelli has expanded assortment: on counters of factory shop there were balls, galoshes, raincoats, rubber gloves and hats for bathing. Later the company has filled up the inventory with the isolated electric cables and cable wires. Introduction of new production has born fruit - in 1883 the well-known Milan theatre "La Scala" has made to firm the order for manufacture of cables. The theatre building became the premise first in Europe completely shined by means of an electricity.

Inspired by success, Giovanni Pirelli has constructed the new factory which was letting out underwater cables. Earlier the monopoly for this production belonged to the Great Britain, and now Italy was the second country on kontitente, occupying a niche in this branch.

In the end of 19 centuries in streets of Milan there were first cars. The richest people of Italy drove about by cars «Daimler-bents«, huge wheels sparkling by spokes. Less well-founded citizens with enthusiasm changed to bicycles, leaving the horses for wood walks and transportation of weights. The monotonous rumble of streets was sometimes broken by deafening explosions. In those days let out very unreliable tyre covers. Was a small sharp stone or a glass splinter that nadutaja air the rubber chamber has scattered in shreds enough. Daily on factory Pirelli brought chambers full of holes from cars and bicycles with requests to put on expensive detail though any patch. Eventually, one of employees of factory has suggested the owner to be engaged in manufacture and improvement of automobile and bicycle tyres. The owner has listened, though for decision-making was to consider requirements of motorists enough.

In 1890 at Milan factory the shop on manufacture of tyre covers has been opened. In two years firm Pirelli was included into the five of the best world manufacturers of tyres. Export of production of dews by huge rates, the company has opened the representations in America and has adjusted cooperation with many European countries. Simultaneously the firm has adjusted export of electric cables. Soon the company has opened in Spain, nearby to Barcelona, factory on which Pirelli has decided to concentrate the most part of manufacture of cable production. And manufacture of tyre covers has been decided to leave in Italy.

One of the first distant automobile races, passing in 1907 on a route Paris - Beijing (17 000 km), was won by the Italian racers Stsipion Borches, Luigi Barzini and Ettor Gizardi. Their cars have been equipped by tyre covers Pirelli. Right after the terminations of competitions the company has presented to public the new logo with «long R» - the capital letter which has been stretched over a word.

The First World War has soon begun, rapid growth of the Italian industry has almost stopped, and together with it triumphal procession of firm Pirelli has stopped also. The company has recovered only by the end 1920, but here the new trouble has fallen upon it in person Mussolini. Come to power in Italy in 1922, the dictator has started nationalisation of some industries. Certainly, factories Pirelli could not avoid.

Only the termination of a fascist mode has allowed the company to become independent again. Italy restored the forces and post-war ruin thanks to the financial help because of ocean. The USA have allocated Italy for development of economy $2,4 billion Italian government invested this money first of all in metallurgy, mechanical engineering and the chemical industry. Against general economic growth Pirelli by 1950 it was possible to restore manufacture and even to exceed pre-war indicators.

In 1950 the head of the company - Alberto Pirelli, the descendant of the founder of firm, has decided to construct the highest in the country a building. On it zadumke the skyscraper should settle down on that place where in 1872 its well-known ancestor has constructed the first factory. In ten years architects Gio ponti, Perluidzhi nervi and Arturos Danusso have finished building of a concrete building in height of 127,1 m. Skyscraper Pirelli became a symbol of definitive restoration of the Italian economy and the main sight of Milan.

On April, 18th, 2002 the small single-motor plane behind which steering wheel there was an elderly man ran into a Milan skyscraper. As a result of tragedy three persons were lost. This incident has terrified all world which has not recovered still from events on September, 11th, 2001 in the USA. Till now it is not known, what is it was: suicide of the pilot, attempt to make new act of terrorism or accident.

In 1950th years the competition in the market of automobile tyres began to become aggravated. The companies tried to think up new marketing courses for attraction of buyers. During same time the well-known races «Ôîðìóëà-1» began to be popular. In 1953 Alfa Romeo command on rubber Pirelli has won Grand prix. And nevertheless the greatest advertising effect is reached not by racers of "Formula", and girls on the well-known calendars.

The history of these calendars has begun in 1963 when employees of British branch Pirelli have decided to give New Year's gifts to the well-founded buyers and have let out a calendar with photos of seminude girls. Models in highly artistic photos were beautiful, and gifts have very much liked clients. In this calendar there were no mentions of tyres or cables, but it has brought to firm world popularity. Subsequently analysts have named this project the best advertising course of century.

The Puritan public has been shocked and has protested. But management Pirelli has decided to continue release of calendars despite of everything. Photos all became more frank. The company threw angry letters with loud requirements «to stop this disgrace». But sexual revolution has already begun, and calendars used every year the increasing popularity. Today the first releases of calendars Pirelli are estimated in $15000. Even the photographic boom which has begun all over the world when thousand magazines, posters, calendars dazzle with images of the bared and seminude maidens, has not prevented Pirelli to maintain the reputation. The company always co-operated with the most beautiful models and the best photographers.

Year after year photos Pirelli all became more frank, but now only enthusiastic responses were reaction. Artists actively maintained female sexual images. Has reached that in the mid-nineties supermodel Sindi Crawford, having acted in film for Pirelli, has not divorced nearly from then husband Richard Gere and has forbidden to publish these photos no matter where.

Against former frankness the present decision of photographer Peter Lindberga looks the next revolution. Pirelli always it was possible to catch the newest tendencies of time and for this reason throughout already 130 years the firm remains among leaders of the world industry.

Now activity Pirelli is concentrated in two sectors of the market. The company is engaged in manufacture of telecommunication and power cables (60 % from total amount of sales) and lets out automobile tyre covers. On the statistican, every second car Ferrari and Porsche, every third Mercedes and it is absolute all models Jaguar are equipped by tyres Pirelli. The company division on manufacture of autotire covers owns 21 factory, located on all continents. Staff Pirelli make more than 21000 employees worldwide. The basic part of high-speed tyres Pirelli is made in Germany, in the same place there is a department of designing of winter tyres. This results from the fact that cars Mercedes, Audi and BMW it is direct on the conveyor are completed with production of the Italian firm.

Cooperation with Russia Pirelli has begun in 1961. Then by request of the foreign trade association "Tehmashimport" Pirelli has put in our country the equipment and technologies for manufacture of radial tyres. In 1980 Pirelli Vienna - Moscow - Vladivostok took part in creation of a fiber-optical transcontinental line of telecommunication. But for the mass Russian consumer of tyre Pirelli still continue to be considered as elite production because of high cost of tyre covers. Besides rubber Pirelli traditionally is high-speed and is established on the cars capable even on winter road to accelerate momentum over 200 km/h, that too quickly for Russia.

The firm pleases not only new models on calendars, but also improvement of production. More recently firm Pirelli has presented the new working out - tyres "Euphoria". They are capable to work normally even at full loss of pressure. Whatever was the possible puncture, "Euphoria" equipped with tyre covers the car can drive 150 more km with average speed of 80 km/h. Heads FIAT and BMW have already declared intention to establish "Euphoria" on new cars. Who following? Also what will offer them Pirelli?