Pirelli outlines plans to its U.S. dealers as the stars align

Bob Ulrich
Posted on November 18, 2012
Former F1 champion Lewis Hamilton talked about the new Circuit of the Americas track in a recent "Associated Press" article. "Turn one (pictured) is pretty unique going uphill. It's definitely not easy."

Former F1 champion Lewis Hamilton talked about the new Circuit of the Americas track in a recent "Associated Press" article. "Turn one (pictured) is pretty unique going uphill. It's definitely not easy."

What does the iconic Pirelli P7, Red Bull and Joey Tribbiani have in common? Their paths crossed at the 2012 Pirelli Dealer Meeting in Austin, Texas, Nov. 16-18.

On Nov. 17, Pirelli Tire North America Inc. (PTNA) introduced its Cinturato P7 All Season Plus to its dealers near the new Circuit of the Americas track in Austin. (Modern Tire Dealer attended the grand opening of the track in October. To check out photos from the event, click here.)

One day later, the dealers were treated to the 2012 United States Grand Prix Formula One race at the new track -- and Pirelli is the spec tire for F1.

Red Bull Racing's Sebastian Vettel, on the verge of winning his third consecutive F1 championship, finished second to increase his points lead with one race to go. His closest pursuer, Ferrari SpA's Fernando Alonso, finished third; both racers lost to McLaren driver Lewis Hamilton.

The Cinturato P7 All Season Plus was designed for the U.S. replacement market (the original equipment version does not have the "Plus" nomenclature). As PTNA Chairman, CEO and President Pauo Ferrari said during the track's dedication, "We know how important it is to make (premium) products for each market."

The P7 All Season Plus will be produced at the company's new Mexican tire plant in Silao, Guanajuato. Pirelli told its U.S. dealers -- Randy Groh, vice president of product marketing for U.S. AutoForce, among them -- that prior to the plant's opening, only 6% of their needs came from North American production. When the new plant is up-to-speed, that will increase to 53%.

With more upscale vehicle models such as BMW, Audi and Mercedes coming to the U.S. fitted with Pirelli tires, company executives believe the increase in supply will be very important to satisfying fill rates.

Pirelli also told its dealers that it will ramp up social and digital media.

And Joey Tribbiani? Matt LeBlanc, who played Tribbiani on "Friends" and is currently starring in "Episodes" on Showtime, was a guest in Pirelli's suite during the race. So was Chip Foose, the star of the reality series "Overhaulin'' on Velocity, and Ken Brock, Monster World Rally driver.

The real star, however, was the Pirelli brand.

Related Topics: Formula One, motorsports, Paulo Ferrari, Pirelli Cinturato, Pirelli P7, sports marketing

Bob Ulrich Editor
Comments ( 0 )
More Stories
The top reason buyers attend AAPEX is to find the latest new products in the global automotive aftermarket industry. 
News

Survey Respondents Give AAPEX High Marks

Ninety percent of buyers who attended the 2017 Automotive Aftermarket Products Expo (AAPEX) said they are likely to attend this year’s event, according to the associations that present it.  

The Globestar WT was developed to meet the need for wide-tread tires.
News

GRI Takes New Tires to International Fairs

The work by Global Rubber Industries Pvt. Ltd. (GRI) to expand its reach into the agricultural and construction industries continues with the launch of new material handling tires, construction tires and skid steer tires.

News

Ricky Benton Racing Is Headed to Talladega

The last time Timothy Peters partnered with Ricky Benton Racing (RBR), the pairing resulted in a seventh-place finish in the NASCAR Camping World Truck Series (NCWTS) at the half-mile Martinsville Speedway. The team and driver are renewing their partnership in a bigger way.  

News

Maxxis Sponsors Future Tire Contest for College Students

Maxxis International is sponsoring the Future Tire category of an innovation contest open to any undergraduate or graduate student in the U.S. The company wants to encourage promising science, technology, engineering and math (STEM) students to consider entering the tire industry.  

S.U.R.&R. says The process for applying Oil Baron is the same as with conventional soap-based and acid-based products, but is more effective, safe, less expensive and lasts longer.
Product

S.U.R.&R. Has New Oil Surface Cleaner

The new Oil Baron product line from S.U.R.&R. is designed to eliminate hydrocarbon spills and stains, making them nonflammable and nonhazardous in a matter of minutes.

Be the First to Know

Get the latest news and most popular articles from MTD delivered straight to your inbox. Stay on top of the tire industry and don't miss a thing!