Pirelli wins the International Compasso d'Oro

The award was conferred in the  Mobility Design category during the special international edition of the Compasso d'Oro organised to mark the  70th anniversary  of the prize, held at Expo 2025 Osaka. The theme of the Expo –  Designing Future Society for our Lives  – inspired the selection of the winners, and Pirelli was awarded for its propensity for  “Connecting Lives”: connecting people through sustainable technological solutions.

A perfect synthesis of industrial design, sustainable innovation, and technology, the Pirelli P Zero E constituted a revolutionary turning point for the industry. Launched in 2023, it was in fact the first Ultra-High Performance tyre in the world with more than 55% bio-based and recycled materials, while maintaining performance and safety even in difficult conditions like wet asphalt. Performance, efficiency, and comfort are confirmed by the triple "Class A" on the European label for wet grip, rolling resistance, and noise level. It was designed to maximise efficiency, ¹providing a 10% increase in mileage thanks to  Elect™ technology, and comes as standard with Pirelli's most advanced differentiating technologies, including RunForward, which allows you to continue driving even after a puncture. A non-visible revolution capable of giving a new direction to the development of future tyres, it has already been awarded “Tyre of the Year” at the 2023 Automobile Awards by the Automobile Club de France.

P Zero E thus stands at the pinnacle of Pirelli's technological innovation alongside Cyber Tyre, which is the first system in the world, both hardware and software, capable of collecting information from sensors embedded in the tyres and processing it with proprietary software and algorithms, enabling new vehicle functionalities and integration with other digital environments such as smart roads and smart cities.

“This prestigious acknowledgement celebrates Pirelli's design excellence and the innovative scope of products like the P Zero E, confirming the role of research and development as a driver of progress and sustainability. Our constant commitment in the field of R&D has made Pirelli a benchmark in the global industry for technological innovation and cutting-edge solutions in the development of future tyres, thanks to the use of new materials with reduced environmental impact and the increasingly widespread use of advanced artificial intelligence techniques in all phases of development,” commented Piero Misani, Executive Vice President and Chief Technical Officer of Pirelli, who received the award.

Pirelli's history has intertwined with that of the Compasso d'Oro several times, thanks to advertising campaigns entrusted to great names in graphic design and iconic industrial design products. From the productions of the economic boom – such as foam rubber toys, electromechanical clocks, and rubber floors – to the most recent projects by the Pirelli Foundation, recognised by ADI: the exhibition “L'anima di gomma” (The Soul of Rubber), winner of the Red Dot Design Award 2013, was included in the ADI Design Index, while the editorial project “La Pubblicità con la P maiuscola” (Pirelli advertising with a capital P) was nominated for the 2020 edition of the Award.

Along with the other winning projects this year, the P Zero E will be the star of an exhibition in the Italian Pavilion, before entering the permanent collection of the ADI Design Museum in Milan. In line with the Expo's theme “Designing Future Society for Our Lives”, the P Zero E embodies a modern vision of mobility, connecting people by serving as a benchmark for sustainability and circularity, thanks to the use of recovered materials like lignin. It was developed with data-based and artificial intelligence technologies, involving all the main Pirelli R&D centres world-wide and numerous collaborations with universities, specialised centres, and suppliers.

¹ Comparison of PIRELLI SCORPION™ ELECT™ and PIRELLI SCORPION™ tyres, size 235/60/R18, measuring the battery range gain resulting from the reduced rolling resistance in the ELECT™ version. The tests were conducted on a Volkswagen ID4 under instrument conditions at a constant speed of 50 km/h for a range of 550 km. Source: Internal Pirelli R&D testing conducted between March and June 2022.