Pirelli, a Pure Consumer Tyre Company, has a particular focus on the High Value1 tyre market and is constantly engaged in the development of innovative products created to reach the highest levels of performance, safety, quietness and adherence to the road surface. Tyres to address the most specific mobility needs of the end Consumer. Within the tyre industry, Pirelli competes with “Tier 1” manufacturers that have higher than average price positioning, a wide range of products and dedicated regional lines. Among these players, Pirelli stands out because of its exclusive positioning in the Pure Consumer Tyre segment, focused on High Value products that at the end of 2020 accounted for around 70% of group revenues. In the context of High Value tyres, Pirelli is the leader in Prestige tyres, with a market share of over 50% in the Original Equipment channel.