Pirelli gears up for Internet

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Pirelli, Rome, announced a $975 million, three-year plan to transform the Italian tire giant to operate in the "new economy.'' The initiative will include the use of Web-based distribution, inventory and manufacturing systems as well as the launch of other Internet ventures. The plan is being developed in coordination with U.S.-based Cisco Systems. Pirelli said it will sell its newest product, the P2500 one-size-fits-all tire, only on the Internet. Armando Testa, Milan, will handle ads related to Internet initiatives.

For more on the story see Advertising Age's International daily.

Copyright March 2000, Crain Communications Inc.

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