“Every time a new car is placed on the market, the tyre engineers are given the far from easy task of creating its very own “tyre”, in other words an item that best accommodates the car’s specific requirements”. These are the initial words of a short article on the company’s house organ, Fatti & Notizie dating back to 1959 regarding the Geneval International Motor Show, one of the biggest car shows, which was inaugurated in 1905.
For Pirelli, the Motor Show has always meant new challenges, but also the opportunity to present innovation and technology, to support newly arising needs ahead of time. Pirelli has attended the Motor Show since 1929, presenting its entire range of tyres; in the 1950s first, and then in the 1960s, it was star of the show with uber-modern booths designed by famous architects and designers and with the presentation of new tyres. At the 1953 show, the Pirelli booth hosted a car that made it possible to simulate the behaviour of tyres on the road, accompanying its movements with a soundtrack recorded in Italian and in French. In 1954, the particular “Stelvio” revolved on an installation secured to a mirror-surfaced base, with a panelled background illustrating information and photos of the latest victories achieved in the world racing championships. Four Pirelli tyres were fitted on the Ferrari driven by Umberto Maglioli at the Carrera in Mexico.
In 1955, for the Fiat 600, the “best affordable small 4-seater car” presented at the Show, Pirelli designed and produced the “Rolle” tyre specifically: the cover page of the “Pirelli” magazine that year was in fact dedicated to Dante Giacosa, the designer of the legendary 600. For the Fiat 1800 presented at the 1959 Motor Show, Pirelli produced the “Sempione” tyre. Sempione Rolle and Cinturato were the true stars of mass motoring during the economic boom. At the 30th° Geneva International Motor Show in 1960, Pirelli presented a tyre with an interchangeable tread, the BS3, which was an absolute technological revolution. Consequently a generously-sized booth of 200 square metres was set up to allow interested spectators to see demonstrations of how these were fitted and removed.
In 1967, an article published in the “Pirelli” magazine entitled “Ginevra degli autieri” (literally Geneva for drivers) spoke of the establishment of a new car concept: the sports car. Geneva, which sets the “fashion trend of the year”, recalibrates a new way to travel: after years in which the car was used mostly as a means to an end to do your shopping, the car goes back to doing what it was conceived for: travelling. Powerful, designer cars – the first was the Ford Mustang – made an appearance and were hugely admired by the public. In 1966 – exactly 50 years ago – Lamborghini presented the prototype of the “Miura“, a masterpiece of a car, fitted with Pirelli tyres. Its designer, Marcello Gandini, recalls how “at the time, the only type of tyre available for this type of car was the Pirelli 205/70-15“; the year after, the “Marzal” prototype built by Bertone on Lamborghini 2000 mechanics was presented. Naturally, it was fitted with Pirelli Cinturato tyres.
A story of great cars and great tyres, technological excellence and speed that continue to this day.
“Every time a new car is placed on the market, the tyre engineers are given the far from easy task of creating its very own “tyre”, in other words an item that best accommodates the car’s specific requirements”. These are the initial words of a short article on the company’s house organ, Fatti & Notizie dating back to 1959 regarding the Geneval International Motor Show, one of the biggest car shows, which was inaugurated in 1905.
For Pirelli, the Motor Show has always meant new challenges, but also the opportunity to present innovation and technology, to support newly arising needs ahead of time. Pirelli has attended the Motor Show since 1929, presenting its entire range of tyres; in the 1950s first, and then in the 1960s, it was star of the show with uber-modern booths designed by famous architects and designers and with the presentation of new tyres. At the 1953 show, the Pirelli booth hosted a car that made it possible to simulate the behaviour of tyres on the road, accompanying its movements with a soundtrack recorded in Italian and in French. In 1954, the particular “Stelvio” revolved on an installation secured to a mirror-surfaced base, with a panelled background illustrating information and photos of the latest victories achieved in the world racing championships. Four Pirelli tyres were fitted on the Ferrari driven by Umberto Maglioli at the Carrera in Mexico.
In 1955, for the Fiat 600, the “best affordable small 4-seater car” presented at the Show, Pirelli designed and produced the “Rolle” tyre specifically: the cover page of the “Pirelli” magazine that year was in fact dedicated to Dante Giacosa, the designer of the legendary 600. For the Fiat 1800 presented at the 1959 Motor Show, Pirelli produced the “Sempione” tyre. Sempione Rolle and Cinturato were the true stars of mass motoring during the economic boom. At the 30th° Geneva International Motor Show in 1960, Pirelli presented a tyre with an interchangeable tread, the BS3, which was an absolute technological revolution. Consequently a generously-sized booth of 200 square metres was set up to allow interested spectators to see demonstrations of how these were fitted and removed.
In 1967, an article published in the “Pirelli” magazine entitled “Ginevra degli autieri” (literally Geneva for drivers) spoke of the establishment of a new car concept: the sports car. Geneva, which sets the “fashion trend of the year”, recalibrates a new way to travel: after years in which the car was used mostly as a means to an end to do your shopping, the car goes back to doing what it was conceived for: travelling. Powerful, designer cars – the first was the Ford Mustang – made an appearance and were hugely admired by the public. In 1966 – exactly 50 years ago – Lamborghini presented the prototype of the “Miura“, a masterpiece of a car, fitted with Pirelli tyres. Its designer, Marcello Gandini, recalls how “at the time, the only type of tyre available for this type of car was the Pirelli 205/70-15“; the year after, the “Marzal” prototype built by Bertone on Lamborghini 2000 mechanics was presented. Naturally, it was fitted with Pirelli Cinturato tyres.
A story of great cars and great tyres, technological excellence and speed that continue to this day.
