Pirelli SpA certainly knows how to make a splash, especially when it’s making a major move.
So it was no surprise that the tiremaker chose China as the latest theme for its famed calendar, and then scheduled the launch of the 2008 Pirelli Calendar to coincide neatly with the grand opening of its new passenger radial plant in that country.

What was a surprise, at least to those who have followed the calendar over the years, was the calendar itself.

In a nod to Asia’s cultural modesty, “Pearls of the Orient,” the 35th edition of the Pirelli Calendar, is short on skin and long on art. In fact, there is no nudity whatsoever in the calendar.

While not a first in its storied history, even those nude-free issues had a certain sensual quality. This edition is a bright, colorful interpretation of Asian culture.

Photographed entirely in Shanghai this past April by French photographer Patrick Demarchelier (who captured the 2005 edition, as well), the 2008 calendar features an international cast of top models, including Gemma Ward, Lily Donaldson, Sasha Pivovarova and Caroline Trentini, as well as famed Chinese actress Maggie Cheung. In all, 11 models appear, the product of what was described as “10 intense days of shooting” throughout Shanghai.

While never considered a “girlie” calendar – at least not a traditional girlie calendar, and, for that matter, not even a traditional calendar – the artistic semi-nude renderings of beautiful women that graced past calendar pages were always a point of contention. Regardless of one’s view of artistic nudity, the calendar has often been compared with modern art, and its exotic, always tasteful presentation was part of the well-tended mystique that made the Pirelli calendar as desirable as its subjects.

Pirelli has carefully cultivated the fabled calendar’s image by hiring superstar photographers, some of the world’s most beautiful models (and, in some cases, adding world-famous actresses to the mix), creating exceptional interpretations of each year’s theme, and delivering a superior quality finished product to a tightly controlled, highly exclusive audience. Only 20,000 copies of the  calendar will be sent this year, mostly to customers and select celebrities.

Of course, thanks to the Internet, those not lucky enough to be on the distribution list can still enjoy the annual. Visit pirellical.com/thecal/calendar.html to see the complete 2008 edition, as well as past Pirelli calendar art.

A unique coffee table book, “The Complete Works: The Pirelli Calendar 1964-2007,” published by Mondadori, hit bookstores worldwide this past November. The deeply researched book includes dozens of unseen photos, and provides an interesting look at the trends, fashions and culture of the last four decades through the history and pages of the Pirelli calendar.

Keeping with the well-nurtured image of the calendar, the official launch program – a formal media event and unveiling followed by a massive cocktail party and dinner – is equally exclusive. For this year’s launch, held at the Pudong Shangri-La Hotel, some 600 VIPs, celebrities and dignitaries attended the gala in Shanghai, the guests of Pirelli Chairman Marco Tronchetti Provera, and they were treated to a sumptuous evening of fine food and entertainment.

Also in attendance were many of the calendar models, including 18-year-old Australian model Catherine McNeil, who graces the cover of the 2008 calendar.

Launch party guests got true red carpet treatment, with a lavish banquet and entertainment. All cameras in the hall were aimed at the stage as Tronchetti Provera, assisted by some of the calendar models, revealed the new calendar.

The calendar, said Tronchetti Provera at the launch event, “is a way to represent our group and to show that products made in Italy can move all around the world.”

And Pirelli’s new passenger tire plant in Shandong Province shows that Pirelli’s products can be made all over the world.
In China, though, nothing comes without a little local help. Pirelli’s presence there comes through its joint venture with the Yinhe Group, which was formed in 2005 to build that truck tire plant. Pirelli recently upped its share in the joint venture to 75% in a deal worth some $25 million.

The official opening of the plant came just a couple of days before the calendar gala, but was no less spectacular. The Shandong facility, the company’s second in China, cost an estimated $102 million and employs some 1,000 locals.

Located next to its truck tire plant, which opened in 2005, the new plant is producing high performance tires for the China and Asia-Pacific markets. Initially, capacity was set at three million units per year, but Pirelli officials said the 70,000-square-meter facility can be easily expanded to bump capacity as high as 10 million tires per year.

The truck tire plant allowed Pirelli to garner OE fitments with a domestic truck maker, and Pirelli hopes the new passenger tire plant will lead to similar OE success.

“The objective now is to conquer the growing Chinese automobile market, in particular in the mid-high range segments, where double-digit growth is expected over the next four years,” company officials said.

In the next four years, Pirelli points out, growth of China’s local tire market will be driven by an increased demand for new cars – the end result of continued growth in personal income, improved quality of life for a larger block of the population, improved road infrastructure, and lower prices due to increased competition and technology innovation.

Pirelli’s growth strategy in China includes building its distribution network to some 1,000 points of sale by the end of 2008.

Attending the grand opening festivities were Riccardo Sessa, Italy’s ambassador to the People’s Republic of China; Tronchetti Provera; Francesco Gori, CEO and general manager of Pirelli Tyre; Niu Yshun, chairman of Yinhe Group; and a number of local and provincial authorities.

The new Shandong plant is not one of the tiremaker’s highly automated MIRS plants, but Pirelli said it is “one of the most modern in the world” and “uses the best non-robotized technologies.”

Having now invested some $200 million in building a two-plant industrial complex, Pirelli is also investing in the employees and “corporate social responsibility.”

Among the activities developed for Pirelli’s China workforce are what the company called “intercultural integration initiatives” as well as a variety of off-hours recreational events and trips. Plus, Pirelli has started a free vaccination program for all employees.