A premium tire shop focused on prestige products and services

Pirelli has opened P Zero™ World, a premium tire shop focused on prestige products and services in Los Angeles, as the company recognizes this location as the perfect fit for its newest brand initiative in the United States. Located on Santa Monica Boulevard near Beverly Hills, the 750 square meters location features state-of-the-art equipment, luxury retail design, three service bays for tire changes and includes an open concept waiting area complete with iconic rare supercars, an espresso bar, and store displays to showcase Pirelli’s motorsports history, OE partnerships, the Pirelli Calendar and vintage advertising.

Pirelli chose Los Angeles for its first location as it has the highest concentration of luxury and sports cars in the world. Geotargeting and advanced digital marketing approaches will be used to appropriately connect consumers with the brand and its dealers.

“Los Angeles serves as the perfect backdrop for the launch of this project, as it provides the perfect mix of business related strategic elements — such as the high concentration of prestige vehicles — with an exciting and active car culture which produces passionate consumers and tastemakers,” says Global Motorsports and Prestige Project director Paul Hembery.

In the U.S. alone, the forecasted growth in the prestige segment is 11% in 2016 and Pirelli estimates its market share of the global original equipment high and very high-end car segment is approximately 50% thanks to its “perfect fit” OE philosophy: made-to-measure tires developed by the Italian group’s technicians for each specific model in cooperation with car makers’ own engineers. The new P Zero™ World is a continuation of strategy to maintain and increase Pirelli’s market share for the high and very high-end vehicle segment. Additional P Zero™ World locations are planned around areas of high concentration of high-end luxury vehicle ownership globally.