Pirelli's premium technology was in the spotlight at the 2012 Geneva Motor Show in Switzerland in March. The 82nd edition of the show featured some of the most anticipated cars, including the Lamborghini Aventador, pictured above.

Premium products; premium performance; premium partners – that is what drives Pirelli. It is no secret why the world’s finest automakers choose Pirelli for homologation and consumers choose us for their replacement tire needs – Pirelli’s commitment to state of the art research and development, its use of the finest products available and excellent fill rates for distributors and independent dealers alike means the finest premium tires are available in more sizes for more fitments. Whether your customer’s vehicles are built in Detroit; Stuttgart; Coventry; Zuffinhausen; Maranello; Ingolstadt; Goodwood; Munich or Sant’Agata Bolognese Pirelli can equip their vehicles with outstanding products that are specifically designed for each fitment. Performance, safety and reliability are why Pirelli is the reference in high-performance and ultra-high-performance tire manufacture.

Pirelli’s heritage of performance on and off the track means our customers can rest assured their vehicles are riding on the worlds best and consumers can be confident that they are achieving optimal performance in their vehicles, be they cars, trucks, SUVs, crossovers or motorcycles.

The support Pirelli offers its dealers isn’t limited to timely sales and service of the world’s best tires. We are also present at major industry, trade and consumer shows to give our dealers and consumers access to the Pirelli product line fitted to the world’s finest vehicles. Pirelli promotes brand awareness at international events such as Geneva, New York, Los Angeles and the Detroit auto shows. In addition to Pirelli’s participation at these very important OEM (original equipment manufacturer) shows, Pirelli continues to partner with promoters in North America to showcase its catalog of available replacement fitments. The DUB Tour, Detroit’s Autorama and myriad special events such as those at Sturgis, Daytona, and SEMA in Las Vegas allow Pirelli to connect with consumers and dealers at a face-to-face level, giving both end-users and purchasing managers and Pirelli the opportunities to interact with one-another, share ideas and strategies and highlight the brand in ways that support the dealer/consumer relationship at the local, regional and national levels.

Pirelli is original equipment for the Aventador, which captured Autoweek's 'Best In Show' award.

Pirelli’s 2012 show strategy includes showcasing some of the brand’s most anticipated fitments, such as the new Porsche 911 and the 2013 Viper. Pirelli’s premium portfolio, includes P Zero, Cinturato, Scorpion and it’s winter series tires. Our premium tires are always displayed in Pirelli’s booth and are featured in the stands of some of each event’s most prestigious car manufacturers, such as Audi, Bentley BMW, Ferrari, Jaguar, Lamborghini, Maserati, Mercedes, Porsche and Volkswagen.

On the replacement front, the all-new Pirelli P Zero Silver, designed for high-end sedans and coupes, will take center-stage at this year’s Pirelli show booths as the latest addition to the P Zero family. The first in a series of specialized Pirelli tires that ensure the highest performance levels, P Zero Silver shares the same kind of technology used in Formula One. P Zero Silver will be available in 11 sizes beginning April 2012.

Pirelli’s business strategy remains focused on the premium segment, which is the market segment with the highest rate of growth throughout the world. Pirelli research focuses on creating innovative solutions to sustainable mobility, which is at the heart of the company’s premium strategy.