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SEMA Show, Day One: Pirelli makes a 'Grand' return to motorsports

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The new Pirelli PZero Racing tire is the new spec tire for the Rolex Grand-Am Sports Car Series. The announcement marks the return of Pirelli on the American motorsports scene after a one-year absence.

"Motorsports competition is part of Pirelli's heritage, and the Rolex Sports Car series personifies the attributes we look for in a partnership -- quality brand, opportunities for activation, and the ability to grow the Pirelli name amongst enthusiasts," says Hugh Pace, Pirelli CEO and president.

The new racing slick was specifically designed and labeled to support the Rolex series, according to Paul Hembery, Pirelli SpA's global director of motorsports.

"Racing in North America is a bit different than in Europe, and special design and compounding is needed to optimize performance," he says. "To showcase our commitment to the series, we have developed a special product tested at Grand-Am competition tracks and on Grand-Am race vehicles specifically for Grand-Am competitors."

Specific details involving dealer incentives, hospitality programs and advertising related to Pirelli's participation in the Grand-Am series will be released at a later date.

Pirelli is celebrating the 20th anniversary of its PZero tire line.

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