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News   January 14, 2014   by CARS Magazine

Pirelli Consolidates Premium Strategy in North America

Pirelli’s premium technology is at the forefront of the Detroit NAIAS 2014 Motor Show, where some of the most eagerly-anticipated new cars of the year are equipped with P Zero tires: catering for the world’s most discerning drivers.


Pirelli’s premium technology is at the forefront of the Detroit NAIAS 2014 Motor Show, where some of the most eagerly-anticipated new cars of the year are equipped with P Zero tires: catering for the world’s most discerning drivers.

The latest Mustang from American manufacturer Ford is among them, using tires designed specifically for the North American market: P Zero Nero All Season.

Italian manufacturers are also well-represented in Detroit. Lamborghini displays its full range but also gives the new Veneno Roadster its world premiere. The new car is one of the most exclusive models to grace the show and uses specially-developed P Zero tires with Formula One branding, marked with an ‘L’ for Lamborghini on the sidewall.

As was the case at the Las Vegas Motor Show last November, at Detroit, Pirelli distinguished itself as one of the preferred tires among prestige and premium marques.

This underlines once more Pirelli’s leadership at the top end of the spectrum: not just in Europe, but also in a mature yet very dynamic market like North America, as recent market surveys have shown.

Proof comes from the fact that Pirelli’s new homologations in North America have quadrupled over the last three years, and the list of car manufacturers choosing Pirelli as original equipment has expanded as well. Not only do the traditional European manufacturers such as Audi, BMW and Mercedes opt for Pirelli, but also quintessential American makes such as Cadillac and Ford.

The importance of the American market for Pirelli has been highlighted by the recent construction of a factory in Silao, Mexico, whose products are primarily designed to equip German car manufacturers in the United States as well as premium sporting and SUV models from American makes.

Pirelli’s growth strategy in the United States has been based on close collaboration with manufacturers and in particular on the development of All Season products, specifically created to respond to the needs of the North American market.

These products range from the P Zero Nero All Season for premium sports cars to the Cinturato P7 All Season for premium models, as well as the Scorpion Verde All Season for SUVs.

Completing the North American line-up is the Cinturato P7 Plus and Scorpion Verde All Season Plus, designed for the aftermarket.


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