Dubai, - P Zero World, Los Angeles, Munich and Monte Carlo, followed by the fourth admiral store opened on a third continent. This store concept, a distinguished symbol of Pirelli's retail strategy and its leading position in the world, now writes its name in a key region that connects the Middle East to the rest of the world. More than 60 cars from the automobile and local collectors celebrated the opening of the new store after making a parade in the city. The next day, more than 200 cars appeared on the runway at Yas Marina in Abu Dhabi for the ”P Zero Experience Abu, the Pirelli brand's own track day event.
The P Zero World concept is often described as a ece tire boutique anmış or as a store where customers can find the most exclusive Pirelli products as well as services dedicated to the exotic worlds of luxury and sports cars. The full range of Pirelli tires, including Pirelli Collezione, designed to combine the classic look with the modern performance for the cars of the P Zero Trofeo R, the high-performance road homologated tire of the product range, is only available at the P Zero World boutiques.
Naturally, the complete Pirelli product range is offered to customers, including motorcycle tires and Velo tires and Pirelli Design accessories. The exclusive services offered to customers at the new P Zero World store in Dubai include valet service and replacement car support during the service. P Zero World also allows visitors to experience the Pirelli world with every detail from visuals that symbolize the world's most famous calendar to the display of many colors of F1 tires.
All this underlines Pirelli's strategy focused on premium and prestige products; The strong leadership position of the Italian company in the premium and prestige segment of the tire market, which is constantly growing, is recognized by both customers and car manufacturers. The fact that Pirelli provides the tires of more than half of the world's prestigious vehicles as original equipment reveals this situation in numbers. Accordingly, while more than one of both super cars left the factory with Pirelli tires, the Italian company confirms its leadership in the high value products industry with a 20 percent share in the premium market.
WHY WAS DUBAI SELECTED?
Located in the heart of the United Arab Emirates, Dubai has always been an important trade and transportation center from past to present, and has been one of the most open places to take the influences and trends from the rest of the world in the Middle East region. So it is no coincidence that Dubai will host the 25 Expo world fair, which is expected to attract 2020 million tourists. Dubai, where the interest in cars is very high, has the second most important car market in the Gulf region after Saudi Arabia. The United Arab Emirates is positioned at the center of the car market in the Middle East region, with an annual growth of 4-5% in the luxury car segment over the next few years.
Evidence of this intense passion can be seen even in the Dubai law enforcement, which has a fleet of supercars that every car collector can be proud of. This fleet includes cars such as Lamborghini Aventador, Ferrari FF, Bentley Continental GT, McLaren 12C and Audi R8. Some of these law enforcement cars were among the 60 super cars participating in a parade in honor of the opening of the P Zero World store in Dubai. W Motors, the first hyper automobile company of Arab countries, also active in Dubai, drew attention at the opening of the P Zero World store with a Pirelli-equipped Fenyr SuperSport. An Aston Martin Zagato was also exhibited at the event, where W Motors CEO Ralph R. Debbas was among the honor guests of the opening. The opening of the P Zero World store in Dubai was also the start of the company's centenary celebrations for Zagato, the famous Italian manufacturer of the automotive industry.
Therefore, it is not surprising that with the passion for sports cars in Dubai and the United Arab Emirates in general, the clear and clear preferences of drivers go hand in hand. When it comes to tires, homologations and marked tires are of great strategic importance in this market, where supercar owners choose to purchase tires that are marked, or tires designed specifically for cars to be fitted. This selection reflects the core of the strategy that Pirelli defines as "Perfect Fit" in the segment where the Italian company is the market leader.
The markings on the tires indicate that they are produced exclusively for a specific car model, while different symbols are used for different manufacturers. These tires are the result of a joint development program between Pirelli and the carmakers in question, which is around 2-3, which is a year-long development program, and as a result, it is exactly as customized for the cars they are targeting. This provides a basic guarantee for the owners of these cars that they can achieve the maximum in terms of performance and handling characteristics that characterize the car's basic design.
A UNIQUE EXPERIENCE IN THE PROVINCE OF THE ITALIAN COFFEE AND THE RUNNING EXPERT
The P Zero World store in Dubai is located in a new 5 square meter building (with showroom and workshop sections) where 2 technicians, 600 salespeople and a receptionist work. There are four ramps where tire maintenance can be done using the most advanced machines. These advanced machines include state-of-the-art lasers and fully automated tire mounting equipment that does not require human intervention and technology that ensures that the wheel is not damaged. The P Zero World store in Dubai also uses one of the fastest balancing machines on the market, which can quickly solve overlooked problems like vibrations in the steering wheel that traditional systems cannot detect.
While technicians are interested in the car, customers can enjoy their time with a real-size Formula 1 simulator, while enjoying the true Italian coffee served by the P Zero World store. A bulunuy Track Expert Uzman is ready to serve customers to provide specific recommendations on vehicle installation and tire management as well as driving on the track.
Gaetano Trezza, senior executive at Pirelli Trade and Operational Marketing, who attended the event and made an assessment of the P Zero World concept, said:
Lı Pirelli's retail strategy is focused on sales points with partners already active in their region. This is also true for our distributor, Al Hawai, who has been working with Pirelli for 32 years in Dubai. Therefore, we can take advantage of a loyal customer base and above all the reliability and skill of companies that are most passionate about our business. P Zero World represents the most valuable jewel in the crown of this strategy, where customers can discover our brand, exclusive products and exclusive services at the highest level and in a unique context. Our customers have the opportunity to get more detailed information about our partner brands that contribute to create an atmosphere that makes the P Zero World store different from all other tire facilities. The next P Zero World will be opened in Melbourne, Australia. Bir