Il Mondo dei Trasporti / Exclusive interview with Head of Marketing of Prometeon

Sabrina Oriani: "Serie 02 is the dawn of a new era for Prometeon"

2022-05-05

This year will be a turning point for the only global manufacturer dedicated exclusively to the professional vehicles sector. With the arrival of new General Manager Roberto Righi, the tune has definitely changed: “Passion and dynamism are the key drivers of a company that is always ready to adopt absolutely innovative ideas and initiatives,” says Sabina Oriani.

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Dynamism, enthusiasm and drive: in Prometeon's offices on Viale Sarca in Milan – at the heart of one of northern Italy's historic production hubs – a new atmosphere reigns. It is due to the arrival in July 2021 of Roberto Righi, General Manager of what is currently the only global player which exclusively manufactures tyres for professional use. With Righi at the helm of a lean and motivated team, which continues to grow in size and also in terms of expertise, 2022 genuinely represents "year 2.0" for Prometeon – a number which identifies the company's innovative spirit and takes concrete shape in the name of the new generation of tyres being launched in Italy and all EMEA markets.

This atmosphere incorporates a series of initiatives, as reminders that Prometeon was founded in 2017, exactly five years ago. Today, the company employs nearly 8,000 people of 40 different nationalities: a lot has been done in these last five years, and there is still more to do. One of the faces of the new climate – with the legitimate desire to challenge the market and to set the company apart from its competitors – is Sabina Oriani, 40 years of age, and since January of this year Marketing Director of Prometeon Tyre Group, in other words the person responsible for marketing activities in the 160 countries where Prometeon's product ranges are available. And this is how we open the conversation with her.

 

Could you tell us something more about Prometeon's product range?

Prometeon is currently the only tyre manufacturer focused exclusively on the professional sectors: truck, bus, agro and OTR. But this uniqueness is not just a commercial aspect: the company's three R&D centres, our development centre in Egypt and our four factories (one in Turkey and one in Egypt for the EMEA markets, and two in Brazil for North and South America) are all dedicated to the professional tyres sector. This is something that sets us apart and a distinctive feature of all our brands: all our investments in technological innovation are directed exclusively at the world of work vehicles. As for the EMEA area, we offer three product ranges: Pirelli as the premium brand, of which we are exclusive licensee; Formula and Pharos as mid-range brands; and Anteo, Tegrys and Eracle as the third range.

 

How are Prometeon's ranges of tyres distributed?

On a global level, there are three distribution options: wholesalers, dealers and obviously the fleets, who we serve both directly and indirectly. In Italy we currently have a network of around 100 customers, between associates and partners. Its name is SuperTruck, and it is our crown jewel in the market. The network is headed up by the Country Manager – Antonio Giardino in Italy – and the global Fleet Manager, Simone Marsico

 

This new organisation also indicates a new approach to the fleets.

The fleet represents the centre of all Prometeon's activities, both in terms of product and marketing initiatives: the fleets are our end customers, and we want to be close to them so we can listen. This allows us to obtain feedback and bring the products and services that the customers need to the market, taking into consideration the specific characteristics of each country in which we operate. A spirit of closeness which is the calling of all members of our team, from network and sales managers to product managers.  Alexandre Bregantim is our Chief Technical Officer; he coordinated the development work for the new Serie 02. Andrea Scatamacchia is the Head of Product Marketing, while Valeria Aiesi, Trade & Marketing Communications, is responsible for the campaigns.

 

A renewed group spirit, but also a relaunch of the brand: for the first time we see the Prometeon logo on a tyre, the Serie 02.

This is because we want to talk about Prometeon and let people know about a global company providing excellence at all levels. A decade out from the Pirelli 01 generation, 2022 sees the launch of a new range of our premium brand, which covers all applications, from long range to regional, quarrying and construction to city buses. It is manufactured at a modern site in Turkey with a production capacity of 1.6 million tyres a year, and which, even in the current difficult global situation, has never suspended its production. It is designed for the EMEA countries, taking in all possible professional uses. In 2023 it will be launched globally.

 

What is the “key difference” through which Prometeon is presenting itself with a renewed and tougher competitive spirit?

First and foremost, technology: the Serie 02 is the result of four years of R&D and 180 million kilometres of testing. It offers higher performance than the previous range in all parameters, and competes with the best tyres on the market in terms of mileage, durability, safety and fuel efficiency. A second, but no less important aspect, is sustainability, which is at the core of the company's new philosophy and has seen significant investments made at the production sites: lower fuel consumption, lower rolling resistance and greater efficiency all contribute to lower emissions, while its lighter weight ensures a reduction in the use of raw materials.

 

Alongside aftermarket distribution, is the Serie 02 also ready for OEM adoption?

The main industrial vehicle manufacturers are particularly focused on reducing fuel consumption. And it is precisely to meet this requirement that the Pirelli Serie 02 dedicated to long-haul operation has attained Class A for fuel consumption. The Serie 02 is already type approved for OEM use by the main European vehicle manufacturers, thus already allowing end customers to order vehicles with the new products. The Original Equipment market also offers the Prometeon brand an opportunity to emerge and to express its full potential and the unique characteristics of a company dedicated to transport.

 

Over the last sixteen years you have learned everything there is to know about the world of tyres: what are your thoughts about the work vehicles segment?

It is a world which requires professionalism and attention, but one which responds enthusiastically to new products and developments. I was 24 when I first entered the tyre sector, starting out with motorcycles, and I immediately became passionate about it. Today I am reliving all the emotions of those years which I remember quite fondly: a growing team, launches of new products, ideas, initiatives, projects. In just a few months, thanks to a company with rapid decision-making processes, we have done so much: it almost feels like we have been working together for years. And we are just at the beginning: the next-generation Serie 02 will be a turning point for the market, alongside initiatives which will allow Prometeon to carve out the role it is due as a major global player in the manufacture of tyres for transport.

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