Pirelli opens retail store in Los Angeles

Los Angeles, California – Pirelli Tire North America Inc. has opened a premium single-brand retail store in Los Angeles called P Zero World that will serve as a pilot programme being considered for other key markets with high concentrations of prestige automobiles, such as Dubai, Milan, London and a few other US cities.

“Moving forward, we are going to get six months of experience and then bring this kind of service to other locations,” PTNA Chairman and CEO Pierluigi Dinelli said at the gala opening of the Los Angeles store July 14, where the company packed the 8,000-sq.-ft. store with car enthusiasts, celebrities and around $6 million worth of the world’s rarest hyper-exotic cars.

The concept is fresh, but the store itself isn’t completely new construction. Instead Pirelli partnered with Claus Ettensberger, founder and president of CEC Wheels, to remodel Ettensberger’s CEC Tuning Centre on Santa Monica Boulevard into P Zero World.

Pirelli kept the basic bones of the building but updated the structure to meet modern codes, created a more upscale showroom and delivered all-new equipment. Ettensberger has been a high-end tuning fixture in LA for almost two decades and will manage retail sales at this location.

“His (Ettensberger) knowledge of the market and its clientele is indispensable to our new endeavor,” said Paul Hembery, Pirelli’s global motorsports and prestige project director.

The location will focus on the customers Pirelli calls “prestige,” and includes tires designed for cars like Bentleys, Ferraris and Lamborghinis. Pirelli estimates the segment will grow by 11 percent this year.

Pirelli said around half of the cars in this segment are equipped OE with Pirelli “marked tires” — specialised fitments named for the coding on the sidewall that links them to their intended vehicles.

For example, a tire specifically designed for a Bentley might have a “B” on the sidewall, Ferrari would be marked with an F and Audi, an AO. Unlike a traditional tire shop, P Zero World has a small 500 tire warehouse on site that will stock many of these specialised tires.

“How many retailers have the capability to stock all these fitments?” Dinelli asked.

“Ninety-nine percent of the time, you are not going to find those special tires marked with a ‘B’. So come here, and we will fit that Pirelli tire that is suitable for that vehicle.”

Calling Los Angeles a "hotbed of innovation, where game-changing ideas and concepts from around the world come to take shape,” LA Mayor Eric Garcetti said: “I am proud that Pirelli has chosen to put its first US flagship store in our city, and glad to celebrate today's opening of P Zero World.”

Step inside the store and the showroom looks more like a high-end display at an international motor show. A rotation of supercars will share space with Pirelli tires and large video screens mounted on clean black wall space. Retail sales will be handled in small office cubicles and a large open air lounge across from the three work bays will serve as the waiting area.

Pirelli said it plans to handle a normal service flow of eight to 10 cars per day.

“We want to do the best possible service,” Dinelli said. “All the equipment here is brand new and top level. There is even a fully automatic fitting machine. The operator doesn’t even touch the tire.”

A large video “touch table” will sit in the centre of the showroom and will allow customers to not only spec out potential wheels and tires for their car but explore Pirelli’s involvement in motorsports and even browse vintage ads.

“For the first time we will work at the retail level with very high end consumers,” Dinelli said. “And we can learn from the consumer experience in order to duplicate this in all our retail partner stores.”

A P Zero World phone app will allow customers to browse fitments, check availability and schedule an appointment for service at the store too.

The company plans to use the location as a gathering spot for enthusiasts to watch a Formula 1 race, grab an espresso from the bar and pass the time while waiting for tires.

“We want to provide an experience and service that up until now, they (high end clients) probably haven’t had,” Hembery said.

As part of the portfolio of services, Pirelli plans eventually to offer concierge services for tire changes.

“You make an appointment. We send a valet to pick the car up, and it gets back to you later in the day with the tires fitted. You won’t lose any of your time,” Dinelli said.

But the company won’t turn away Pirelli fans who drive more pedestrian machines looking for a more enjoyable tire buying experience.

“If you drive a Honda, you are certainly welcome here,” said Matteo Barbieri in charge of Prestige Activation for the brand. “It (P Zero World) is intended to be for everybody.”

Future stores will also involve partnerships with individuals like Ettensberger, experts outside Pirelli familiar with this high end market.

“Our idea was to partner with somebody that was really knowledgeable for the market that already had experience in the super premium prestige segment, Dinelli said. “If you work with a partner, they have the experience and it means we can avoid some pitfalls.”

P Zero World opens to the public on Monday 18 July.