Engineered to Excite” is latest sub-section to be added to Pirelli.com to help consumers select the perfect tire for their vehicles. Drawing its inspiration from the Pirelli Summer advertising campaign, the landing page helps break down terms like “type approval” and “bespoke tire” while also introducing the work that Pirelli and leading vehicle manufacturers do in partnership to create optimum vehicle/tire integration.

In the first phase of producing an O.E fitment, Pirelli’s development team must take into account the electronic control systems of each specific vehicle model. ABS, ESP and integrated differential control, amongst various other components, all affect driving dynamics, which are crucial to the success of an O.E tire. Working closely with the manufacturer, this initial design phase usually takes Pirelli engineers two or three months to sketch out. From this point, the R&D team begins to capitalize on the particular characteristics of each car. Small details, like a change in tone produced by the tires on the road, can make the difference between a good trip and a perfect one.

The research and development behind the approval of a Pirelli tire requires thorough testing, lasting on average, three years before completion (compared to six months for a standard tire). This equates to 10 times more effort in development, amounting to experiments, tests, and 3D simulations conducted together with designers from the various car manufacturers to achieve optimal results. Pirelli’s long-standing history has one of the highest-level suppliers for manufacturers in the premium segment has resulted in technological know-how that few competitors can match.

The final stages of the O.E fitment process are industrialization and production, which can take anywhere from three to six months. In this stage, the product undergoes customized branding and is finally launched to market.

For more information on Pirelli’s engineering process and fitment recommendations, please visit “Engineered To Excite.”