Interview Wolfgang Meier, CEO Pirelli Germany: Net Zero by 2040!

While Michelin is retreating from Germany, Pirelli continues to invest and is even expanding its R&D site in the Odenwald. In other ways too, the Italians do many things differently from others, and Wolfgang Meier seems to visibly enjoy this. In the interview, he explains to us how the "Pirelli world ticks".

Mr. Meier, after one trade show comes the next, and after one set of news comes the next – were you satisfied with the “Tire” show? The Pirelli booth is quite different from the usual tire booths, isn't it?

Meier (smiles): To your first question: Yes, the trade show was well attended and we had good conversations. And our booth is indeed a bit "different" – and came without a car, did you notice that?

That's right: An Italian piazza without a car...

Meier: That's what makes us unique. Pirelli is pure technology, and we have a story to tell because Pirelli is always also about culture. Think about our art exhibitions in Milan...

Or the calendar...

Meier: ...or that! There are always inquiries like: “What, Pirelli is actually a tire manufacturer?” (laughs). Yes, Pirelli is a tire manufacturer driven by performance, often in original equipment, together with the OEMs. That's why we didn't have a car at the booth, because which one should we have chosen? We have various special projects with different manufacturers.

For example with BMW for the new winter tires or with Porsche for the semi-slick on the Taycan Turbo GT with Weissach package. Although such special tires have a lot of performance, they hardly have any volume, do they?

Meier: But brand awareness and high-tech. Take motorcyclists, whether crossers or racers: They will tell you exactly what the product can do at the limit, similar to the Porsche GT-3 club, or, or, or. Our advantage in such projects is that we can also push the limits and learn enormously. Whether you bring every project into mass production is another issue.

How does the series benefit from this?

Meier: As mentioned, we learn at the limit here, which you also have with everyday products, albeit differently: For example, our all-seasons have to function in a temperature range from minus 20 to over 40 degrees. That's a temperature window of over 60 degrees! Whether it's heat, wet, snow, sub-zero temperatures. And if the tire always works, it makes the customers' lives easier. Dolce Vita through high tech, so to speak.

Good point. More and more drivers are only renting or leasing vehicles. And all-season tires are becoming increasingly popular with rental, subscription, and lease vehicles. Then nobody takes care of the tires – doesn't that pose a new danger potential?

Meier: Basically, a tire needs maintenance, that's clear. That's why tire service is all the more important. And you are right: With rental or company vehicles, every small scratch is noted upon return and the wheel rims are inspected with a finger, but usually no one looks at the tire! And indeed, for scratches and wear and tear, a lot is charged, but no one ever pays for typically hidden tire damage, unless the tires were worn down or had other obvious damage. That’s why it is our duty to convey care here and to provide the appropriate service. This is where we differentiate ourselves from our competitors and have a solid foundation and long history: We have 152 years of experience with tires and rubber.

Which is becoming "greener". The proportion of bio-based and natural materials as well as recyclates is constantly increasing. Will we one day have the CO2-neutral recycling tire?

Meier (laughs): Honestly: Tire manufacturing always requires energy and materials, which is why you can’t conjure tires out of nothing, even if that’s often how it’s portrayed. We have to remain honest and realistic here! But we can reduce the CO₂ footprint. Pirelli's goal is to produce CO₂-neutral worldwide by 2030 and to become the first company in the tire industry to achieve NET ZERO by 2040. That means the amount of greenhouse gases released into the atmosphere by Pirelli is equal to the amount the company removes from the atmosphere. And we save raw materials with recyclates, many raw materials.