Italian tyre manufacturer Pirelli has moved into pole position in its efforts to solidify its status as the market incumbent in the luxury supercar segment by opening its third flagship P ZERO World store in Monte Carlo.
The Italian multinational has established itself as one of the most recognizable and trusted brands in the world and has addressed the needs of consumers globally since its inception in 1872. Pirelli has an unblemished and distinguished record for producing high-performance and high-quality consumer tyres across its diverse product portfolio – and the opening of flagship stores in key markets in North America and Europe is set to enhance that reputation further.
Pirelli has already opened P Zero World flagship stores in Los Angeles and Munich. ArabWheels was in attendance at P Zero World’s franchise extension to Monte Carlo which really is the world’s capital when it comes to luxury supercars!
The decision by the Italian automotive behemoth to establish flagship stores that are specifically dedicated to Prestige clients – owners of sports cars and luxury cars – has ultimately cemented its standing as the undisputed leader in this elite area of the automotive industry.
To celebrate the official opening of the P Zero World store in Monte Carlo, ArabWheels was able to immerse itself fully into the Pirelli experience by availing of the opportunity to drive the Maserati Levante and Lamborghini Urus around the stages of the world-famous Monte-Carlo Rally.
We were subjected to breathtaking views throughout our exhilarating drive and we could feel the phenomenal quality and outstanding excellence of the Pirelli P Zero tyres when driving both supercars which were equipped with P Zero World tyres on our way to our scenic destination which was nestled deep in the mountains overlooking Monaco.
After spending the day testing driving supercars and immersing ourselves in the Pirelli experience, it was time to attend the official inauguration of the latest P Zero World garage in Monte Carlo. We were invited to attend a glamourous bash that was befitting for the opening of a state-of-the-art tyre facility that is likely to be unrivalled anywhere in the world.
The brand vision behind P Zero World is unambiguous – the garages constructed in LA, Munich and Monte Carlo have been established to tailor to the very specific needs of the owners of some of the world’s most expensive and desirable cars. However, in addition to this, Pirelli’s main objective is to create unparalleled experiences for its customers in terms of the level of service and quality provide.
What differentiates P Zero World stores from any other premium retail outlets for luxury supercars is not just the technology that is available to the staff onsite, with cutting edge diagnostics and equipment, but also the entire customer experience, with the surroundings more reminiscent of an automotive-themed boutique hotel than a tyre dealer.
ArabWheels managed to secure an exclusive interview with Pirelli director and manager of its Prestige project Giovanni Tronchetti Provera at the opening of the P Zero World store in Monte Carlo.
In a brilliantly forthright and engaging discussion Provera discussed the corporate strategy and brand vision behind opening P Zero World in key markets and ultimately what differentiates the company from its competitors in the luxury super-car segment.
When pressed on how the concept of P Zero World was born, the manager of Pirelli’s Prestige project said it was created because the Italian company felt its customer service in this particular part of its overall product portfolio was lacking in terms of final delivery and needed to be addressed.
Provera said, "P Zero World was a concept that was designed to address a specific need in our organization and that was in relation to customer experience. Pirelli is one of most recognized, respected and reliable brands in the world but we weren’t delivering on the final part of the customer delivery aspect for our consumers. Our primary objective in establishing flagship P Zero World stores in key markets is to ensure we deliver the highest customer service and excellence to our consumers."
In addition to this, Provera highlighted that Pirelli is the market incumbent with the principal car manufacturers in the world, but was not a company that rested on its laurels and declared the P Zero World stores in LA, Munich and Monte Carlo would firmly cement its position in the automotive market as the go-to company for luxury car manufacturers and owners of supercars because of their history of knowledge, expertise and excellence.
Provera said, "We have 100% of Lamborghini, Ferrari and Maserati in terms of market share because they know when they need something very specific done for one of their luxury supercars, there’s only company that can do it – and that’s Pirelli. We’ve earned that reputation through our vision, our pioneering innovation and our leadership. I’ve been tasked with the responsibility of spearheading Prestige and I must admit it’s a challenging role.
I’ve purposely surrounded myself with a young, dynamic, ambitious and driven team in order to execute our goals and visions with the Prestige project. There’s a lot of pressure on you when brands like Ferrari, Lamborghini, Maserati and Aston Martin are relying on you, but it’s a challenge we relish as an organization and it’s in our DNA to be a leader in high value and bespoke services. We firmly believe that the new P Zero stores in LA, Munich and especially in Monte Carlo will provide an experience and service that is simply unrivalled – and that our competitors can simply not compete with."
The sentiments expressed by Provera were echoed by Gaetano Trezza, Pirelli’s Head of Trade and Operative Marketing, who disclosed that the P Zero World franchise is extending its operations to Dubai.
He said, "P Zero World represents the DNA of our company to the maximum effect, offering a unique customer experience thanks also to cutting-edge digital technology. Now, our positioning in the market is underlined by another new flagship store in Monaco. After Los Angeles, Munich and Monte Carlo, the Emirates will be our next destination, with the opening of our next P Zero World in Dubai."
Matthieu Brinon, CEO of Pirelli France, added: "Pirelli’s decision to open the third P Zero World in Monaco integrates perfectly with Pirelli’s retail development strategy in the French market. This is a market that is growing significantly in the high value sector: 18 inches and higher, which has more than doubled in the last four years. Seen in this context, P Zero World is a perfect way for Pirelli to unite end-users in spaces dedicated to high value and bespoke services, where Monte Carlo and the Cote d’Azur are a natural fit".
Pirelli’s brand identity is defined by fusions of high tech and artistic expression, which elevates the brand beyond the tyre industry and into the wider world of lifestyle. This clearly takes center stage at P Zero World in Monte Carlo – and will ensure that Pirelli will remain the global market leader and envy of every other tyre manufacturer in the world.