P Zero World is a premium take on service and support to improve the safety and driving pleasure of supercar owners

Along with owning a six or seven figure supercar like a Mclaren or Ferrari comes some unique challenges. A seemingly simple one is the eventual need to replace worn out tires with new ones. For owners, this usually means a trip back to the dealership or finding a trusted independent shop that can safely fit tires to rims that typically cost upwards of a $1000 each. To add an extra layer of complexity, some of these vehicles have tires specially made for them with distinctive markings. For owners, this means finding a replacement quickly can be difficult.

Pirelli provides an alternative option with a growing global network of P Zero World retail and service centers. The Italian company is well positioned to offer its own supply and service facilities since more than half of the world’s exotic and prestige cars built in factories today leave with Pirelli tires fitted as original equipment.

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The fourth P zero World opened in early January of 2019 in arguably the epicenter of supercar ownership, Dubai. The new 6,400 square foot standalone building houses a retail showroom and state-of-the-art service center. The Dubai location joins Los Angeles, Munich and Monte Carlo with the next site to open in Melbourne, Australia in the future.

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The showroom combines functions of consultation, a sales space and lounge. Pirelli built in premium services and amenities that aim to meet the expectations of customers that have a particular passion for their cars. Each of the P Zero World locations employ a full-time “track expert” whom customers can consult with and get advice on car setup, tyre management and even circuit driving.

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Owners who want to practice their driving technique can do so in the full-size F1 style racing simulator. Pirelli at the time of writing is the sole supplier of tires to Formula 1 and the showroom includes a display of each of the different tire compounds used in the racing series.

Beyond cars, the showroom also has examples of Pirelli’s performance motorcycle tires and its recent addition of racing oriented bicycle tires. Customers can sip an authentic Italian coffee while browsing the tire ranges or some of the products from the Pirelli Design Collection that include watches, skies and even a speedboat.

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The heart of P Zero World is the service center and Pirelli has outfitted each location with tire fitting equipment that ensures no damage is done to any of the wheels brought in. The technicians employ laser wheel aligning, no-touch tire mounting and high-speed wheel balancer equipment to make sure that tires are properly fitted and potentially dangerous symptoms like wheel vibrations are diagnosed and corrected.

Pirelli’s P Zero World is an example of a specialist destination targeted at a select group of owners. Pirelli isn’t the only company looking to better meet the needs of people buying new tires with a different angle on retailing and service, however: Roll by Goodyear offers another take on making the process simpler and smoother.

Pirelli

Along with owning a six or seven figure supercar like a Mclaren or Ferrari comes some unique challenges. A seemingly simple one is the eventual need to replace worn out tires with new ones. For owners, this usually means a trip back to the dealership or finding a trusted independent shop that can safely fit tires to rims that typically cost upwards of a $1000 each. To add an extra layer of complexity, some of these vehicles have tires specially made for them with distinctive markings. For owners, this means finding a replacement quickly can be difficult.