During a press event in Tivoli, Italy, Trelleborg Wheel Systems announced plans to phase out the Pirelli brand in its agricultural and forestry tire lineup and emphasize the Trelleborg brand.

In 1998, Trelleborg bought a share of Pirelli S.p.A.’s agricultural tire business, which included a production facility in Tivoli, Italy. Trelleborg’s license to use the Pirelli name expires in 2010.
The company will begin the transition next year with the TM900 High Power, followed by the TM800, TM700 and TM600 tires.

Trelleborg executives assured attending journalists that the quality of its agricultural tires will remain consistent throughout the phase out but did not provide details about costs. They also said the company would double its advertising and marketing budget to ensure effective communication to the market.

From TireReview.com, a sister publication to aftermarketNews.