It feels like a world tour: after Los Angeles in 2016, Munich in 2017, Monte Carlo in 2018 and Dubai in early 2019, the opening of the latest P Zero World in Melbourne brings the Pirelli flagship store to a fourth continent… and the southern hemisphere.
And it certainly made its mark with a parade of cars from Aston Martin, Bentley, Lamborghini, McLaren and Porsche making its way through the city's Albert Park to herald the new store. It's here that the Australian Formula One Grand Prix takes place each year on a street circuit around the park's lake, providing the perfect setting for the supercars, all fitted with Pirelli tyres.
Next stop was the Phillip Island Circuit, 140km south-east of the city, bringing the opportunity to see Lamborghini's Aventador, Huracán and Urus demonstrate their quality and versatility on Pirelli rubber.
Melbourne's new 1,200 sq m P Zero World was created in partnership with Mag Wheel & Tyre, which has been working with Pirelli for several years. A family business founded in 2000, it is focused on larger-sized tyres (18 inches upwards), in keeping with Pirelli's high value strategy.
The tyre boutique
The concept of P Zero World is best expressed as a “tyre boutique”, a place where customers can find the most exclusive products in the Pirelli range as well as services dedicated to the sphere of sports and luxury cars.
They are the only stores where customers can see the entire range offered by Pirelli, such as the P Zero Trofeo R, the tyre with the best-performing road-use type approval in the stable, as well as Pirelli Collezione tyres, designed to meet the original performance and style of classic cars with added state-of-the-art technologies.
And it's not only car tyres. P Zero World has the entire suite of Pirelli products available to customers, including the Moto and Velo ranges, as well as accessories from Pirelli Design made in partnership with some of the world's most prestigious brands, including Montblanc, MV Agusta, Puma, Roger Dubuis and Tecnorib.
The Melbourne store has five tyre-fitting bays and its exclusive services for customers include valeting and courtesy cars along with a track expert – a technician trained to advise on the best ride for each individual car, depending on the type of use, whether on road or track.
P Zero World stores have become centres of automotive excellence; not surprising for the brand leader in the prestige tyre sector, with a share of over 50 per cent of the global market. More than one supercar in every two is fitted with Pirelli tyres. In addition, the P Lunga brand has managed to win more than 20 per cent of the market among premium cars, confirming its leadership in the high-end and top of the range sectors.
Australia's prestige capital
In terms of Australia, the country has a fleet of more than 50,000 prestige vehicles in circulation, with an average annual growth of 8 per cent, compared with 6 per cent for premium cars and 3 per cent for the total car fleet. In 2019 more than 5,000 new top-of-the-range sports cars are expected to be registered in Australia, with the largest number in the state of Victoria, of which Melbourne is the capital.
Just to make Pirelli feel even more at home, Melbourne has more than one-third of Australia's Italians. The city's Victoria district has the largest Italian community in the country, while the Preston area that is home to the P Zero World store has what reviewers say is “the city's best Italian food”.
Italians will get another chance to fly the flag in 2021 when the waters between Australia and New Zealand play host to the America's Cup in which the Luna Rossa Prada Pirelli team will be competing, with Australian yachtsman Jimmy Spithill on board.