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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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PIRELLI LAUNCHES FIRST PERFORMACE CENTRE IN SAUDI ARABIA WITH A DEDICATED LOUNGE FOR FEMALE DRIVERS

Pirelli Performance Centre in Jeddah, KSA

United Yousef M. Naghi Co. Ltd., the official partner of Pirelli tyres in Saudi Arabia, recently launched its first Pirelli Performance Centre in Jeddah, KSA. The centre is designed to meet customer demands for integrated tyre maintenance and oil services and offers a female-only lounge following the historic lifting of the ban on women driving in the Kingdom.

The centre is the first of its kind across the GCC with a new Pirelli Performance Centre retail concept, recently launched by Pirelli worldwide.

Carlos Milani, Managing Director of Middle East and Indian subcontinent, Pirelli, said: “This is an exciting time as Saudi Arabia has taken concrete steps towards gender equality, presenting an array of opportunities for the automotive industry. As a key player in the market, Pirelli is committed to supporting female drivers with the necessary infrastructure and service support they need as they embark on this new journey. Our new female-only lounge in Jeddah is designed to help women feel safe, confident and comfortable behind the wheel, bringing them world-class service.

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“With the lifting of the ban on women driving giving the premium tyre industry a boost, we feel that Pirelli has an obligation to help female drivers across the Kingdom feel comfortable and safe when driving,” he added.

United Yousef M. Naghi Co. Ltd is planning to increase the Pirelli footprint in KSA with the opening of the second Pirelli Performance Centres in Jeddah in the coming weeks and has three centres under construction, two in Riyadh and one in Dammam, which are expected to open in the third quarter of 2018.

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Roger Dubuis Excalibur Aventador S Verde Mantis

Design icons, world premieres, and one of a kind experiences are all part of a thrilling Roger Dubuis 2018 line-up, starting with a first-time appearance and the launch of the Excalibur Aventador S Green watch – for which five patents have been filed – at the prestigious 2018 Geneva International Motor Show alongside partners Pirelli and Lamborghini.

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The remarkable things that happen when visionary engineers meet incredible watchmakers have forged adrenaline-pumping liaisons between Roger Dubuis and Pirelli on the one hand, and Lamborghini Squadra Corse on the other. The “Perfect Fit” partnership between Pirelli and Roger Dubuis is grounded on their world-first attitude and their passion for performance, driven by materials technology. With Lamborghini Squadra Corse, the Manufacture shares a relationship powered by raging mechanics, daring money-can’t-buy customer experiences and a focus on extreme aesthetics.

Green light for innovation

Famed for its own impressive line-up of world premiere and the largest event on the international motoring calendar, this year’s Geneva International Motor Show (GIMS 2018) runs from March 8th to 18th. It is the perfect venue to stage the latest priceless creative encounter between two uncontested champions of off-the-radar innovative watchmaking and automotive design. In tribute to the energy that characterises this unique partnership, the 8-piece limited edition Excalibur Aventador S Green watch features a bi-material strap in black and sizzling green, with matching green rubber over-moulding on the case and crown, and green markings on the fluted carbon bezel.

Multi-patented technology

A masterpiece of co-development between Roger Dubuis designers and Lamborghini engineers, with a focus on performance-driven aesthetics and exotic materials, the Excalibur Aventador S leads the pack by reinterpreting five essential elements of high-performance racing cars. The resulting innovative features are protected by five corresponding watchmaking patent filings.

  • The anti-gravity Double 45° V-Shape Balance Wheel conception of the RD103 movement reflects the geometry of high-performance V10 or V12 engines and the matching patent request refers to a “clock movement having angled balances”.
  • The Excalibur Aventador S transmutes the Autonomous Stability program (ASP) widely used in supercars to connect and average the speed of two regulating organs to provide a single indication of time as accurately as possible, using twin “balanciers non-resonants” (non-resonant balance wheels).
  • While every ounce of superfluous weight is removed in the construction of super cars, in the RD103 this principle appears in the removal of an entire gear train to offer a radically Weight-Reduced Mechanism with a distinctive power reserve.
  • Just like fine-tuning in a racing car gearbox, the RD103 calibre features Quick Friction Optimisation via “an adjustable escapement carrier for tilted regulating organ”, ensuring that each toothed wheel is adjusted to ensure as perfect a connection as possible so as little energy as possible is lost when transmitted from barrel to regulating organ.
  • In the development of high-performance engines, guaranteeing that each nut and bolt remain in situ is a major concern that is solved by G-force Anti-Ejection Reinforcement. In the Excalibur Aventador S, Roger Dubuis engineers have translated this principle into a self-locking means – named a bouchon de clavette (cotter pin cap) – of maintaining each element in place on the barrel, the heaviest element of any ‘watch engine’.

Alongside this stunning array of innovations, the Excalibur Aventador S also boasts a reinterpretation of a classic jumping seconds complication.

The ‘Perfect Fit’ partnership pays tribute to a shared winning streak

Also on show at the 2018 edition of GIMS are the proudly unmistakable features and trademark colours of the Excalibur Spider Pirelli collection give way to sleek black titanium and pristine white accents, reminiscent of the tarmac of which this iconic tyre company is king. On this special Pirelli edition of the best-selling Skeleton Automatic model equipped with Calibre 820SQ, the fluted titanium black DLC skeletonised bezel is complemented by a crown over-moulded with white rubber and matching white stitching on the strap. Representing the ultimate nod to the brutal winning streak embedded in the DNA of these two exceptional brands, the Excalibur Spider Pirelli strap is manufactured from winning Pirelli motorsport tyre rubber, featuring the distinctive tread profile of the latter on the interior.

The right time to party

During the show, guests from Lamborghini and Pirelli will have the privilege of an exclusive invitation to the Manufacture Roger Dubuis in Geneva, the home of Swiss watchmaking. In celebration of this action-packed partnership triumvirate and complete with a line-up of Lamborghini supercars, each of these three scheduled visits will feature a dinner surrounded by Roger Dubuis production lines. Yet another money can’t buy experience in the very heart of micromechanical engineering.

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Middle East supercar owners rev into action for the ‘Pirelli P Zero Experience’ Track Day at Yas Marina Circuit

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Petrolheads spanning the UAE and the wider region descended on Yas Marina Circuit, the home of the Etihad Airways Abu Dhabi Grand Prix, on Friday, February 9 to test the latest offering from premium tyre manufacturer Pirelli in the thrilling ‘Pirelli P Zero Experience’.

A convoy of more than 200 supercars, from across the UAE, GCC and Jordan, took to the iconic Yas Marina track, forming a multimillion dollar convoy. The supercar owners were then given the opportunity to satisfy their need for speed in a two-lap drive around the 6.5km full F1 circuit.

The dazzling car convey stunned the attendees as it includes the fastest vehicles around the globe including the Ferrari 458 Speciale, Lamborghini Aventador SV, McLaren 675 LTs, Lamborghini Huracan, Porsche 918 Spyder, Porsche 991 GT3R and many others.

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Pirelli teamed up event sponsor Porsche to give motoring enthusiasts the opportunity to try out the Italian brand’s latest, famous P Zero tyres, with a spin around the track in Porsche’s latest supercar models.

“It was a pleasure to have so many supercars in the one place and be able to satisfy the petrolheads’ need for speed in a safe environment, while showcasing the latest innovation in Pirelli’s renowned tyre technology with the P Zero,” said Carlos Milani, Managing Director Pirelli, Middle East and India, Pirelli.

“It is testament to the widespread appeal and reputation of the P Zero Experience that we had supercar owners from across the GCC and Jordan fly in with their vehicles just for this event. And, it was especially pleasing to witness most of the supercars in attendance were fitted with Pirelli tyres, proving to us that we are meeting demand for quality, performance and reliability.”

“This was the first event for 2018 with our circuit partners Pirelli and our third of the series. Hosting this great brand is always a privilege. Working with a client who allows our in-house Event Team to get creative and deliver a complete branded fit out of their event space allows us to add value and makes for a fun and engaging day out”. Jo Bates, Head of Events Management, Yas Marina Circuit.’

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FLYING THE FLAG FOR PIRELLI: ITALIAN TYRE MAKER’S ICONIC P ZERO COLOUR EDITION TREADS APPEAR ON WORLD’S LEADNG CARS AT 2017 DUBAI INTERNATIONAL MOTOR SHOW

Pirelli, one of the symbols of Italian industrial excellence, has been turning heads as well as cars at the 2017 Dubai International Motor Show, with its iconic P ZERO and P ZERO Colour Edition tyres appearing on some of the world’s newest and fastest models on display at the Dubai World Trade Centre (DWTC).

The Pirelli P ZERO Colour Edition is a special made-to-order ultra-high performance tyre featuring a sidewall in striking colours including the brands signature yellow and red, and also in an eye-catching blue, which was unveiled earlier this year, and the P ZERO is a unique product that combines Pirelli’s knowledge gained from competitive Motorsport with the brand’s strong alliance with the top car manufacturers, granting the perfect fit for the performance of each car.

And Pirelli tyres have been marking their mark at the Middle East’s premier automotive event in Dubai this week, appearing on leading vehicles from the likes of McLaren, Porsche, Jaguar, Infiniti and more.

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Carlos Milani, Managing Director Pirelli, Middle East and India, said: “Pirelli is the symbol of luxury and prestige and it great for the brand to be seen on so many world-class cars at the Dubai International Motor Show, which attracts so many automotive industry leaders and serious car buyers from around the region and beyond.”

Here’s a pick of the cars carrying the famous Pirelli tyres at the show:

Project Black S by Infinti

The Pirelli yellow P ZERO colour edition was seen on the super cool Project Black S by luxury Japanese car maker Infiniti, with the yellow sidewall, providing a striking contrast to the shiny silver of the cars bodywork.

McLaren ‘Black and Gold’ 720S

Many people’s car of the show, the striking ‘Black and Gold 720S’ is a Dubai-inspired vehicle from supercar giant McLaren with Arabic calligraphy of “life is measured in achievement, not in years alone” – a quote by McLaren founder Bruce McLaren – on its rear spoiler. It looked even more impressive with P ZERO treads on.

Lamborghini

The cars on display on the Italian brands were displaying loyalty to their compatriot with P ZERO boots on.

Ferrari Portofino

Enjoying its regional debut at the Dubai International Motor Show this week, the latest model from Ferrari looked resplendant in its P ZERO shoes.

Jaguar

Like Pirelli, Jaguar Land Rover is a brand that is synonmous with high performance, style and prestige so itwas a natural fit for several of Jaguars latest models to be seen on top of sleek P Zeros.

Italdesign Zerouno

This custom-made car by Italdesign Automobili Speciali, grabbed plenty of attention from show visitors throughout the show and looked very impressive featuring P ZEROs.

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