Pirelli names new UK commercial director

Burton upon Trent, UK – Jason Sugden has been appointed as Pirelli’s commercial director for its 'UK and Eire' region, effective immediately.

Sugden joined Pirelli's sales team in the UK 31 years ago and has previously served as sales director, the Italian tire maker said 8 April.

In his new role Sugden will be responsible for the commercial development of Pirelli’s replacement tires business in the UK and Republic of Ireland.

As commercial director, Sugden will also ensure that replacement sales follow the original equipment drive in the region, the statement added.

One of the main challenges, noted Sugden, will be to integrate various parts of the business such as pricing and planning, as well as marketing.

Sugden has “in-depth knowledge of the market and commercial experience,” said Dominic Sandivasci, Pirelli UK chairman and CEO.