BUSINESS ABROAD: The Elastic Man

Next to Gina Lollobrigida, Italy's greatest pneumatic export is the Pirelli automobile tire. In Italy the huge Pirelli rubber company is as well known as pasta and Puccini: bambini suck Pirelli nipples, their parents slumber on Pirelli foam rubber mattresses, millions stride about daily on Pirelli-made rubber soles and heels. Pirelli is Italy's sole maker of tennis balls and linoleum, its biggest producer of raincoats, rubber sponges, battery cases, overshoes and ice bags. Every year Pirelli turns out enough high-tension wire to stretch to the moon and back, and...

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