Lasting the course?

摘要

As any of you who follow world motorsports will know, Pirelli has taken over as Fl tyre supplier from Bridgestone. The sport, always keen to make race outcomes more unpredictable and therefore assumed more exciting, is actually keen to reduce tyre track life to as few as twenty laps before a stop at the pit becomes necessary. It is quite a gamble. In the past tyre manufacturers have resisted this sort of thing because it could impact negatively on brand image; after all, most of the big names are keen to emphasise product longevity in their consumer advertising. The images of cars pulling into the pits for a tyre change after just a few laps might just generate negative perceptions of the brand.