How Milan’s Pirelli turned a commodity product into a premium brand through segment focus, Formula 1 exclusivity, and iconic marketing.
Startup · Topic
Automotive & Motorsport
Expert guides, analysis and tool comparisons on Automotive & Motorsport from the kurums.com Startup desk — written for business decision-makers and updated as the market moves.
- 5 guides
- Updated Aug 12, 2026
Latest in Automotive & Motorsport
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Ducati: How Bologna Built a Premium Motorcycle Powerhouse
How a former radio-parts maker in Bologna became a racing-proven, premium motorcycle brand under Volkswagen ownership.
From Fiat to Stellantis: How Italy’s Auto Giant Reinvented Itself
Fiat’s century-long arc from Turin’s industrial backbone to the global Stellantis group, via the Agnelli dynasty and Marchionne’s turnaround.
Lamborghini: From Tractor Grudge to Volkswagen’s Supercar Star
From a tractor magnate’s grudge against Ferrari to a Volkswagen-owned growth engine powered by the Urus super-SUV.
Ferrari Business Model Explained: How Scarcity Built a Luxury Empire
How Ferrari turned racing heritage and deliberate scarcity into luxury-goods economics and one of the strongest brands in the world.