Italian tyre manufacturer Pirelli is planning to expand its presence in Asia over the coming years, according to a company executive.
Paul Hembery, global motorsports director for Pirelli, revealed that the firm's recent deal to become the official tyre supplier of Formula One (F1) has boosted brand recognition across the world and he expects this trend to continue in the future.
He said: "We want to grow and expand as a company, and to create more awareness of our brand, especially in Asia.
"F1 has six races in Asia and it's an ideal platform for us to make our presence known."
Mr Hembery added that Pirelli's three-year agreement with F1 has already been "very intensive", with staff working hard to ensure the tyres were ready for this season's campaign.
The firm signed the contract in June last year – just eight months before the start of the 2011 F1 season.