The Daily Dig
Pirelli's board has approved a multiyear investment of roughly €1 billion (around $1.2 billion) to expand their tire plant in Rome, Georgia. The majority vote took place on September 22, 2026.
Once complete in 2033, the plant is expected to reach an annual capacity of about 6 million car tires. Pirelli also expects the expansion to create around 1,000 new jobs.
Rome Wasn't Built in a Day
The expansion rolls out over several years starting in 2027. Pirelli plans to grow capacity gradually, keeping pace with demand rather than flipping every switch at once.
Phase one comes first, gradually increasing robotized production using the latest evolution of MIRS, Pirelli's proprietary Modular Integrated Robotized System. Capacity from that phase starts ramping in 2028 and eventually reaches 3 million tires a year.
After that, a new fully automated conventional facility will be built and dedicated to premium products. At full operation, it adds another 3 million tires a year.
Made in Georgia
The expanded plant will be able to produce Pirelli's most advanced technology, including Cyber Tyre. Pirelli has received authorization from the Bureau of Industry and Security (BIS) to market Cyber Tyre in the U.S.
The investment targets growth in the U.S. High Value market, the largest in the world for that segment. The U.S. accounts for about 40% of the segment's global volumes.
Pirelli North America CEO Claudio Zanardo said the U.S. "is one of Pirelli's most important markets" and offers significant room for growth.
Pirelli has operated in Georgia since 2002 and currently employs 234 Georgians through its operations in the state. The bulk of new hiring is expected to begin in 2029.
Snapshot:
Company: Pirelli & C. S.p.A.
Location: 100 Pirelli Drive, Rome, Georgia
Sector: Manufacturing (car tires)
Investment: About €1 billion (around $1.2 billion)
Board Approval: September 22, 2026 (majority vote; Zhang Haitao, Xi Xiaohong, and Wang Kun against)
Scope: Two phases, robotized MIRS production first, followed by a new fully automated conventional facility
Robotized Phase Capacity: 3 million tires/year, ramping from 2028
Conventional Facility Capacity: 3 million tires/year at full operation
Total Capacity at Completion: About 6 million car tires/year
Timeline: Starts 2027, full operation 2033
Current Georgia Workforce: 234
New Jobs: Around 1,000
Hiring: Bulk expected to begin in 2029
Products: High Value tires, including Cyber Tyre
Regulatory: BIS authorization to market Cyber Tyre in the U.S.
Economic Development Partners: Georgia Department of Economic Development, Rome-Floyd Development Authority, Georgia Quick Start, Georgia Power
Pirelli in Georgia Since: 2002
Builders Named: None disclosed
TheJobWalk Thoughts
Robotics go in first, the conventional facility follows, and capacity grows with demand. That's Pirelli's production plan, not a construction schedule, so don't read it as a bid calendar. With no GC or design team announced, this one belongs on the tracking list now.
Pirelli employs 234 people in Georgia today and expects the bulk of new hiring to start in 2029. That puts a plant staffing up in the middle of an expansion running through 2033. Contractors bidding work around Rome should expect tighter competition for skilled local labor during that stretch.
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