On entering the site there is a real sense of order – quite un-Italian actually. The drop-down menus resemble the label tabs on a filing cabinet and the navigation is logical. There is a search facility, which is efficient and easy to use. It needs to be; this is a site jammed with information, from the company overview to product information on tires, and cables and systems.

While very comprehensive, it is also rather wordy and a little cumbersome. This may be the result of trying to represent a global company that spans 42 countries and 5 continents. Overall, the brand feels credibly professional, with motor sport heavily trailed throughout.

For those seeking information on tires the site is impressive. It has a quick and straightforward search facility to help drivers find the right type of tire to suit the performance of their car and driving style. Tires are a technical product, the performance of which can save or cost lives, so a tool that removes some of the complication is welcome to the private buyer in the replacement market. Pirelli provides all the technical jargon on each tire, so you can really impress your mates with a stunning knowledge of the rubber world.

There is also a section for the motor company Purchasing Director who may be seeking a credible global player to supply the tires for his new model performance car, and an investor relation’s section packed with colorful graphs and charts, balanced by grey facts.

The calendar section is, not surprisingly, lengthy. Since its introduction in 1964, the Pirelli calendar has become a cultural icon, eagerly awaited each year not only by the male-dominated world of motor sport but by all lovers of the female form. Each year a new edition adorns the walls of garages, tire dealers and mechanic’s workshops. Many must have been disappointed, therefore, to find the 2002 calendar featuring up-and-coming actresses, tastefully clad. It seems Pirelli is abandoning its predilection for total nudity. Luckily it’s possible to go back and see previous calendars in all their glory for those who haven’t lost interest in the nude form.