Inside Pirelli: Ian Coke on the Future of Tire Technology

In this episode, we sit down with Ian Coke, VP of Technical Strategy & Customer Relations North America at Pirelli, for an engaging conversation about the fascinating world of tires, motorsports, and cutting-edge tire technology.

Ian shares his unique perspective on how tire engineering impacts everything from everyday driving to the highest levels of racing competition. We explore the science behind tire performance, the challenges of developing tires for different conditions, and the critical role tires play in vehicle safety, handling, and efficiency.

Munro Live is the media division of Munro & Associates, an engineering consulting firm with a design-first approach. At Munro, we specialize in costing, benchmarking, and product & manufacturing optimization, helping our clients reimagine their products and processes to achieve better business outcomes—driving down costs while increasing efficiency, performance, and quality.

At the core of our work is Lean Design®, our proprietary methodology that optimizes design efficiency and consistently delivers exceptional ROI for our clients.

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