Page 78 - The Tyreman 2019 -1
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international tyre news
Pirelli P Zero World Store Opens in Dubai
PZero World reaches its third continent: after Los Ange- les, Munich and Monte-Carlo, Dubai. A parade of more than 60 su- percars belonging to fans and local collectors celebrated the store opening while the following day more than 200 cars took to the track at Yas Marina in Pirelli’s track day.
The P Zero World concept is often summarised as a ‘boutique for tyres’, Pirelli’s most exclusive products along- side services dedicated to the exotic worlds of luxury and sports cars. Its boutiques are the only places where the entire range of Pirelli tyres is avail- able, 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 collec- tors’ cars, combining classic looks with modern performance.
Naturally, the entire range of Pirelli products is available, including motor- bike tyres and Velo tyres as well as services include car valeting and cour- tesy cars. P Zero World also allows people to immerse in the world of Pire- lli, from images symbolising the world’s most famous calendar to the multi-co- loured display of F1 tyres.
This underlines Pirelli’s focus on pre- mium and prestige products: a market that shows constant growth. In num- bers, Pirelli supplies more than half the world’s prestige cars with original equipment; thus, more than one of ev- ery two supercars leaves the factory on 20 per cent of the premium market, high value sector.
Dubai was chosen as it is located at As an important commercial and trans- port hub, it is one of the most open
the rest of the world. It’s no coincidence world exhibition that would attract 25 mil- lion tourists. There’s also a huge passion for cars, making Dubai the second-most important car market for the Gulf, behind - ket expects a yearly growth of 4-5 per cent in luxury cars over the next few years.
Proof of this overriding passion is seen in Dubai’s police force, which boasts a Aventador, Ferrari FF, Bentley Continen- tal GT, McLaren 12C and Audi R8. Some of these police cars took part in the super- - percar company, is also active in Dubai, with a Pirelli-equipped Fenyr SuperSport a highlight of the opening of P Zero World. An Aston Martin Zagato was additionally on display. For the famed Italian coach- builder, Zagato, Dubai was the start of celebrations to mark its centenary.
When it comes to tyres, homologations and marked tyres have an important stra- tegic importance in Dubai – and in the the tendency from supercar owners is to buy marked tyres whenever a change is needed: in other words, tyres that are of a strategy Pirelli calls the ‘Perfect Fit’.
The markings on the tyres signify that - tyres are born thanks to a shared de- velopment programme between Pirelli and the carmakers. This forms a fun- damental guarantee for the car owners that they could obtain the maximum in performance and handling.
The P Zero World shop in Dubai is housed in a new 600-metre square building featuring 5 technicians, 2 sales- people and a receptionist. There are four ramps where tyre maintenance is carried out, using state of the art of machinery. These include the most modern lasers to align wheels and completely automatic
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