Photo Caption: (L-R) Georgina Storilijtoric, Lily Cole, Terry Richardson, Meloes Horst and Daisy Lowe attend the 2010 Pirelli Calendar Launch press conference at the Intercontinental Hotel, Park Lane on November 19, 2009 in London, England. - Photo by Ian Gavan/Getty Images Europe)

London, England, UK – The 2010 Pirelli Calendar – the 37th edition of the annual cult classic – was presented to the press, guests and collectors from around the world at its global premiere in London today. The much-awaited engagement with ‘The Cal’ was held this year at Old Billingsgate, the late 19th century building on the banks of the Thames, where from 1875 to 1982 it housed the capital city’s fish market.
Following China, immortalized by Patrick Demarchelier in the 2008 edition, and Botswana shot by Peter Beard a year later, 2010 is the year of Brazil, and the work of American photographer Terry Richardson, the celebrated “enfant terrible” known for his provocative and outrageous approach to his art.
In the 30 images that span the months of 2010, Terry Richardson depicts a return to a playful, pure Eros. Through his lens, he fantasizes and provokes, but with a simplicity that sculpts and captures the sunniest side of femininity. He portrays a woman who is captivating because she is natural; a woman who plays with stereotypes in order to undo them, and who makes irony the only veil that covers her. This is a return to the natural, authentic atmospheres and images of the 1960s and 1970s. It is a clear homage to the Calendar’s origins, a throwback to the first editions by Robert Freeman (1964), Brian Duffy (1965) and Harry Peccinotti (1968 and 1969). Terry Richardson – like his illustrious predecessors – has chosen a simple kind of photography, without retouching, where natural-ness prevails over technique and becomes the key to removing artificial excesses en vogue today to reveal the true woman underneath the superfluity.
The rooster, the saber, the jets of water and the old tires in the Calendar’s shots become the punctuation marks giving rhythm and harmony to the tale told by Richardson. He takes the Pop Art that inspired some early editions of the Calendar and merges it with an Eros typical of the American photographer. That Eros is alluded to in the 2010 Cal and evoked only slightly. Richardson uses this to mock convention, giving form and carnality to taboo things.
This is a Calendar which Francesco Negri Arnoldi, former Art History Professor at the University of Salento in Lecce and University Tor Vergata in Rome, considers Pop. He defines it as “totally new in its return to the past; absolutely original in its consolidated tradition, and capable of rediscovering the charm of all-natural femininity”. With the return to Pop Art, the language adopted is an essential and immediate iconographic language, understandable by all and contaminated only by daily life.
The 2010 edition is a clear expression and Terry Richardson is its interpreter: he portrays figures without frills, removed from complicated and artificial contexts set by fashion trends. The setting has no showy backgrounds or schemes, in line with the photographer’s simplicity and focus on the essential. “A great photographer,” says Richardson, “captures the moment – that’s why I shoot without extra equipment and without assistants.
“My technique is the absence of technique: the lens is my eye, my charisma, my ability to capture moments of truth, whatever they may be, picture angles, use of color, light, scenery – these have always been the essential aspects of my photographic art.”
Eleven models appear in the Calendar:  Catherine McNeil, Abbey Lee Kershaw and Miranda Kerr of Australia, Eniko Mihalik from Hungary, Marloes Horst of the Netherlands, Lily Cole, Daisy Lowe, and Rosie Huntington-Whiteley from the UK, Georgina Stojilijkovic of Serbia and two Brazilian natives, Gracie Carvalho and Ana Beatriz Barros.
Pirelli Tire North America designs, develops, manufactures and markets tires for passenger vehicles in both the original equipment and replacement markets as well as markets and distributes tires for motorcycle and motorsports. Located in Rome, Georgia, Pirelli’s Modular Integrated Robotized System (MIRS) employs state-of-the-art technology to manufacture tires for both export and domestic markets. For more information please visit www.us.pirelli.com.

###
Media Contacts:
Rafael Navarro, Director Communications & Motorsports
951-533-0305 rafael.navarro@pirelli.com

Joe Severns, Public Relations Manager
706-506-2195 joe.severns@pirelli.com

Popular Mechanics lauds Pirelli’s Sustainability and Green Performance Products

Pirelli is wrapping up a successful presence at SEMA 2009, achieving special notoriety for two all-new product lines launched at the exhibition.  The tire manufacturer has demonstrated once again that it is the industry leader for innovative, technological and environmentally sustainable products that perform for dealers and consumers alike.

This week’s show in Las Vegas drew the brightest minds and hottest products together in the global automotive aftermarket at the Las Vegas Convention Center. SEMA 2009 attracted more than 100,000 industry leaders from over 100 countries seeking potential to achieve greater profit opportunities in the automotive, truck and SUV markets.

Global Product Launches and Exhibition

“Pirelli’s global introduction of the Scorpion Verde All Season and the P Zero Trofeo, garnered much attention from the press as well as current and potential customers,” said Mauro Pessi, Pirelli Tire North America CEO.

“In addition to the new product launches and new fitments for existing product lines – Pirelli’s booth was a hub of activity at SEMA,” Pessi continued.

Highlighting Pirelli’s Green Performance initiative, the booth showcased the new Scorpion Verde All Season and P Zero Trofeo – two products that are building towards Pirelli’s goal of an increase in its global environmentally-responsible product range from 20% to 40% by 2011.  Volkswagen’s new Touareg TDI was outfitted with the new Scorpion Verde All Season – and the all-new VW Jetta TDI Cup Edition sedan was fitted with the new P Zero Trofeo, which showcased Pirelli’s commitment to environmentally conscious motoring while making no sacrifices in performance.

Pirelli’s heritage of high performance motoring was evident at both the indoor Pirelli booth in South Hall and the outdoor display – both showcasing the hottest cars of the show.  Inside, Pagani Automobili and Pirelli teamed-up to present the new Pagani Zonda R – a purpose-built carbon fiber race car with over 700 bhp, achieving 0-60 times in less than 2.7 seconds.  The Zonda R was a highlight of the show for most visitors, many of whom visited the booth multiple times to see the Italian hypercar and meet its designer and the owner/founder of Pagani Automobili, Horacio Pagani.

American muscle was represented in triplicate – with Terracuda – a Chip Foose designed vintage Plymouth Barracuda with huge Hemi power and huge Pirelli tires!  Flanking the Foose Terracuda were the two titans of today’s pony car wars, the Chevrolet Camaro RS, outfitted in Transformers livery, and the Spade Kreations Ford Mustang GT – a low slung, wide bodied and ultra-fast interpretation of the iconic muscle car.

“Nowhere else in the show was the meaning of ‘total performance’ more evident than in Pirelli’s booths,” said Tom Gravalos, Pirelli Tire North America’s Vice-President of Marketing, Motorsport and Media Relations,” With Pirelli’s new Green Performance initiative, the performance heritage  customers have come to expect from the leader in high performance tire applications now includes environmentally responsible products that deliver superior handling, braking, wet and dry performance in our Green Performance package.”

Popular Mechanics Editor’s Choice Award

Tuesday’s global launch and press conference of the Scorpion Verde All Season tire was followed by a special awards ceremony at the Venetian Casino and Hotel by Popular Mechanics Magazine. The team of automotive editors from Popular Mechanics recognized the Scorpion Verde All Season as one of the best new products at SEMA, and was recognized for “its outstanding achievement in new product design and innovation,” said Jim Meigs, Editor-in-Chief of the magazine.

SEMA Global Media Awards

In addition to the accolades received for the innovative Scorpion Verde All Season, Pirelli’s P Zero Trofeo, a D.O.T. approved race tire for enthusiast drivers was chosen for two SEMA Global Media Awards by a panel 28 judges from 16 global markets as one of the show’s best new products. Winning products are chosen based on the level of consumer appeal each will have in the journalists’ respective country.  Since 2004, the SEMA Global Media Awards Program has been a staple of the show, and involves bringing journalist from throughout the world to the SEMA Show with the purpose of identifying what new products are likely to succeed in their home countries.  The participating media representatives are from the industry’s top magazines and the editors are amongst the most respected in the world.

SEMA Design Awards

Pirelli supports automotive aftermarket suppliers, innovators and influencers – partnering with the hottest builders in the business to supply tires for the most exciting cars of the show.  Not only did the legendary Pagani Zonda R and Foose Terracuda cars come fitted with Pirellis, but dozens of vehicles constructed, tuned and redesigned from all corners of the country were outfitted with Pirelli tires – and several were recognized for their excellence at the show.

Ford Motor Company awarded Pirelli partner Mobsteel with its top design award for its work on the all-new Ford Taurus SHO – fitted with four 22” Pirelli P Zero Nero tires.  Another notable design award winner from Ford was Funkmaster Flex – whose Taurus SHO was also outfitted with Pirellis.

Mother’s, the pre-eminent manufacturer of auto waxes and cleaners recognized Pagani Automobili with their top design award for the Pagani Zonda R – and presented Horacio Pagani the award on Wednesday at a ceremony in the Convention Center.

Pirelli – Worldwide Leader in Sustainability

Much of the attention garnered at this year’s show was brought upon by Pirelli’s approach to green performance and its position as a world leader in sustainability is recognized globally.  In the Dow Jones Sustainability Indices, Pirelli leads the Auto Parts and Tire Sector for the third year in a row in sustainability, and was confirmed in the twice-yearly review of Financial Times’ sustainability indices for seven consecutive years.  In 2009, the Pirelli Group improved by 11% to a global rating of 88%, in a segment that averages 48%. These ratings come in part because of the efficiencies in production processes and in lowering energy consumption.  Pirelli’s Eco-Sustainability strategy resulted in its lowering of water consumption levels 12.7%, energy consumption 9.2%, and both its CO2 and NOx emissions by 8.9 and 14.9% respectively over the last four years.  These statistics in particular were central in the decision by the Editors of Popular Mechanics to award Pirelli for its efforts in Environmental Sustainability.

Pirelli Tire North America designs, develops, manufactures and markets tires for passenger vehicles in both the original equipment and replacement markets as well as markets and distributes tires for motorcycle and motorsports. Located in Rome, Georgia, Pirelli’s Modular Integrated Robotized System (MIRS) employs state-of-the-art technology to manufacture tires for both export and domestic markets.  For more information please visit www.us.pirelli.com.