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PIRELLI OPENS P ZERO WORLD IN DUBAI

THE FOURTH TYRE BOUTIQUE AND THIRD CONTINENT FOR THIS UNIQUE SHOP CONCEPT

PIRELLI’S DUBAI FLAGSHIP STORE ALSO HOSTS THE ‘TRACK EXPERT’: A SPECIALIST IN CIRCUIT DRIVING

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P Zero World reaches its third continent: after Los Angeles, Munich and Monte-Carlo, the latest flagship store has opened in Dubai. This bespoke symbol of Pirelli’s retail strategy – and its leading position in the market – now makes its mark in a key territory that links the Middle East with the rest of the world. A parade of more than 60 supercars belonging to fans and local collectors celebrated the opening of the new store, having first paraded through the city, while the following day more than 200 cars took to the track at Yas Marina in Abu Dhabi for the P Zero Experience: Pirelli’s own brand of track day.

The P Zero World concept has often been summarised as a ‘boutique for tyres’: in other words, a shop where customers can find Pirelli’s most exclusive products alongside services dedicated to the exotic worlds of luxury and sports cars. The P Zero World boutiques are the only places where the entire range of Pirelli tyres is available, such as the P Zero Trofeo R – the road-homologated tyre with the highest performance levels of the entire range – or the Pirelli Collezione for collectors’ cars: designed to combine classic looks with modern performance.

Naturally, the entire range of Pirelli products is available to customers, including motorbike tyres and Velo tyres, as well as Pirelli Design accessories. The exclusive services available to customers of the new P Zero World in Dubai include car valeting and courtesy cars. But not only that: P Zero World allows people to immerse themselves in the world of Pirelli, from the images symbolising the world’s most famous calendar, to the multi-coloured display of F1 tyres.

This underlines Pirelli’s strategy that is focussed on premium and prestige products: an area of the market that shows constant growth, where the Italian firm has been able to gain a solid leadership recognised by both customers and carmakers. In numbers, this means that Pirelli supplies more than half the world’s prestige cars with original equipment. So more than one out of every two supercars leaves the factory on Pirelli tyres, while the Italian firm has also taken 20% of the premium market, confirming its leadership of the entire high value sector.

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WHY DUBAI?

Dubai, at the centre of the United Arab Emirates, has been an important commercial and transport hub throughout history, which has always made it one of the most open places to influences and trends from the rest of the world in the Middle East. It’s no coincidence that in 2020 Dubai will host Expo: the world exhibition that will attract 25 million tourists. In Dubai, there’s a huge passion for cars, making it the second-most important car market for the whole of the Gulf, behind only Saudi Arabia. The United Arab Emirates are at the centre of the Middle Eastern car market, a region that expects a yearly growth of 4-5% in luxury cars over the next few years.

Proof of this overriding passion can even be seen in Dubai’s police force, which boasts a supercar fleet that any car collector would be proud of: including a Lamborghini Aventador, Ferrari FF, Bentley Continental GT, McLaren 12C and Audi R8. Some of these police cars took part in the parade of 60 supercars that marked the opening of Dubai’s P Zero World. W Motors, the first Arab hypercar company, is also active in Dubai, with a Pirelli-equipped Fenyr SuperSport a highlight of the opening of P Zero World. The CEO of W Motors, Ralph R. Debbas, was an honoured guest at the opening, representing a visionary and exclusive constructor shaping the future mobility in the region. An Aston Martin Zagato was additionally on display. For the famed Italian coachbuilder, Zagato, Dubai was the start of celebrations to mark its centenary, as P Zero World was opened.

So it’s no surprise that in Dubai – and in the United Arab Emirates in general – this passion for sports cars goes hand in hand with clear and precise choices from motorists. When it comes to tyres, homologations and marked tyres have an important strategic importance in this market, where the tendency from supercar owners is to buy marked tyres whenever a change is needed: in other words, tyres that have been designed specifically for the cars they are fitted to. It’s a choice that is at the heart of a strategy Pirelli calls the ‘Perfect Fit’, where the Italian firm is market leader.

The markings on the tyres signify that they have been specifically made for a particular model of car, with different symbols indicating different constructors. These tyres are born thanks a shared development programme between Pirelli and the carmakers in question that lasts for around 2-3 years and results in tyres that are precisely tailored to the cars they are destined for. This forms a fundamental guarantee for the owners of these cars that they will be able to obtain the maximum in terms of performance and handling, which characterise the fundamental design of the car.

CAFFÈ ITALIANO AND TRACK EXPERT

The P Zero World shop in Dubai is housed in a new 600-metre square building (split between the showroom and workshop) featuring 5 technicians, 2 salespeople and a receptionist. There are four ramps where tyre maintenance can be carried out, using state of the art of machinery. These include the most modern lasers to align wheels, and completely automatic tyre mounting equipment that requires no human intervention and guarantees a perfect job, thanks to technology that ensures no wheel rims are ever damaged.

Furthermore, P Zero World in Dubai is equipped with one of the quickest balancing machines out there that is able to rapidly solve elusive problems, such as vibrations through the steering wheel, that traditional systems cannot identify.

While they wait for work to be carried out, customers can entertain themselves with a life-size Formula 1 simulator and enjoy a real Italian coffee, courtesy of P Zero World, while the technicians look after the car. A ‘Track Expert’ is also at every customer’s disposal, ready to give advice about car set-up and tyre management, as well as specific suggestions when it comes to track driving.

Gaetano Trezza, Pirelli’s Head of Trade & Operative Marketing, said: “Pirelli’s retail strategy is focussed on points of sale activation, in collaboration with partners who are already active on site.

This is certainly the case in Dubai with our distributor Al Hawai, which has worked exclusively with Pirelli for 32 years. Consequently we can rely on a loyal customer base, but above all on the reliability and skill of companies with a passion for our job. P Zero World is the jewel in the crown of this strategy, where clients can discover our brand, exclusive products, and services at the highest level in a unique context. Furthermore, customers get the chance to find out more about our partner brands, which helps us to create an atmosphere that sets P Zero World apart from any other tyre facility. Next up is the opening of P Zero World in Melbourne, Australia.”

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THE ALFA ROMEO SAUBER F1 TEAM REVEALS THE C37

The Alfa Romeo Sauber F1 Team has launched its new challenger, the C37, ahead of the 2018 Formula 1 championship.

The C37 looks different to last year’s C36 – on one hand, this is due to the new technical regulations, and on the other hand, because of the team’s new technical approach.

As the 2018 season is about to kick off, Frédéric Vasseur, Team Principal, says: “I am very much looking forward to the 2018 season, and to seeing Marcus (Ericsson) and Charles (Leclerc) on track. We have put lots of effort and hard work into the C37 over the last few months, and it is fantastic to be launching the new car today. I am convinced that Marcus and Charles form the perfect driver line-up, with one being an experienced driver and one a promising rookie. Marcus is going into his fourth season with us. He is a valuable part of the team, and we benefit from his experience and precise technical feedback. As for Charles, he has proven his talent in prior categories and deserves to be on the Formula 1 grid this season.”

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“Our target ahead of 2018 is clear: We have to catch up with the field and continue improving our performance during the course of the season. We have put lots of energy and commitment into the development of the C37. I want to thank our partners and fans for their continuous support. The return of Alfa Romeo to Formula 1 sets another milestone in the team’s history, and I am proud that such a historical brand has chosen us for their return to the sport. We are eager to start the 2018 season as the Alfa Romeo Sauber F1 Team,” Vasseur continues.

Alfa Romeo’s comeback restores one of the great names that have gone down in the history of motorsport’s premium championship, Formula 1, and marks the return of the “Quadrifoglio”, the legendary badge that has appeared on Alfa Romeo’s top performance cars since 1923, to the circuits. Featured on the engine cover of the new C37, the famous good-luck charm has a fascinating history, deeply rooted in the racing world. The first Alfa Romeo car to carry the Quadrifoglio was the “RL” driven by Ugo Sivocci which won the 15th edition of the Targa Florio in 1923. The same good-luck emblem also appeared on Brilli Peri’s “P2” when he triumphed in the first “Motor Racing World Championship” in Monza in 1925, gaining the first of Alfa Romeo’s five World Titles, and it was present again in 1950 and 1951, when Giuseppe “Nino” Farina and Juan Manuel Fangio drove the Alfa Romeo 158 and 159 cars, the famous “Alfettas”, to success in the first two Formula 1 World Championships. Today, the legendary symbol returns to the highest level of motor racing to show the whole world the continuing strength and success of the Alfa Romeo philosophy, a constant search for excellence applied to racing, then transferred in its entirety to the brand’s production cars. The legend continues.

Jörg Zander, Technical Director, explains: “It is great to finally reveal the C37 today. The 2018 challenger is the result of the hard work that everyone in the factory has put in over the last few months. Speaking about the C37, the car philosophy is much different to that of the C36. The aerodynamic concept has changed significantly, and the C37 has several new features in comparison to its predecessor. We are positive that the new concept offers us more opportunities and will help us to make improvements during the course of the season. The 2018 Ferrari engine will also give us a boost in terms of our performance. We hope that we will make progress with the C37 and that we are more competitive compared to 2017.”

The official rollout of the C37 will take place on the occasion of the first winter tests at the Circuit de Catalunya near Barcelona from the 26th of February to the 1st of March 2018.

ENJOY THE VIDEO BELOW:

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