Digital technology is transforming companies and making them faster, more agile and competitive. That’s what is happening inside Pirelli which, in the 2017 Integrated Annual Report, showcases its digital transformation story alongside those of five 4.0 craftsmen, where digital transformation has been the key to growing their businesses.
“Data meets passion” is the title of Pirelli’s 2017 Integrated Annual Report, which continues what has now become a Pirelli tradition of presenting its annual report by going beyond numbers to art and literature; in this case, with the artistic and cultural contributions of the artist Emiliano Ponzi and three internationally famous writers Mohsin Hamid, Tom McCarthy and Ted Chiang. They have been given the task of expressing how digital technology imposes changes on society and people.
In Pirelli, digital innovation has brought, among other things, great organisational, procedural and also cultural changes which, together, have projected the company into its advanced industry 4.0 model. This digitalisation process has allowed Pirelli to revolutionise the relationship with its customers, exemplified by the Connesso launch in 2017 and Cyber Car launch in 2018, both presented successfully at the Geneva Motor Show.
Equally successful are the stories of the five 4.0 craftsmen revealed in the annual report, who have been able to develop their own business ideas into an advanced technology model. The 4.0 “companies” of these young entrepreneurs were illustrated – with an equally innovative technique – by Emiliano Ponzi, an internationally famous artist who has produced cover art for some of the most prestigious international publications, including The New York Times, New Yorker, Le Monde, Esquire and Vogue. For the first time, Ponzi used an innovative painting technique in virtual reality, and thanks to his style based on essential lines and pastel tones, he created 3D environments and 360º immersive videos constructing the worlds of the five 4.0 craftsmen and how they have changed their part of international industry.
Since 2010, Pirelli enriched its Annual Reports with the contribution of personalities from the art and culture worlds. Over the years, a variety of artists of different backgrounds, nationalities and generations have represented in original and unique ways the Pirelli “soul”.