Pirelli official tire of LA Auto show

NEW YORK (Sept. 5, 2014) — Pirelli & C. S.p.A. will be the exclusive “official tire” of the Los Angeles Auto Show for a multi-year run.

The deal will feature on-site presence for Pirelli featuring special guests and product displays, extensive indoor signage and integrated digital marketing efforts with the show, according to the tire maker.

The official agreement, which extends through 2017, will strengthen the company's “intention to drive sales and awareness within Los Angeles and Southern California,” Pirelli said.

Paolo Ferrari, chairman and CEO for Pirelli Tire North America Inc. (PTNA), called it “an exciting time for Pirelli in the U.S., and this new affiliation with the Los Angeles Auto Show reflects our growing presence and investment in the region.

“Los Angeles, and Southern California in particular, are exciting markets for us to engage, given the incredibly passionate car enthusiast culture that exists there and demand for high performing, innovative driving products, which Pirelli caters to thanks to our close relationships with leading OEMs in the luxury/sporting segments and our premium tire offering—including the P Zero and our new Plus line products for North America.”

The Rome, Ga.-based tire maker's two activation areas in the auto show hall will highlight Pirelli's tire technology process utilized for Formula One racing that transfers directly into consumer products, the company said, as well as its expanding product portfolio and North American “Plus line” strategy.

Promoters of the 2014 auto show, which takes place Nov. 21-30, are expecting a record number of car debuts, with some 60 global and North American launches expected from brands including Audi, Chrysler, Mercedes Benz and BMW. Pirelli said it is “expected to feature heavily with fitments on new premium and prestige makes.” The tire maker claimed that at the 2014 New York International Auto Show earlier this year it “dominated the prestige/premium segment, representing tires on 31 percent of the premium and prestige makes combined, and an impressive 63 percent share for the prestige sector specifically,” with fitments on makes including Cadillac, Ford, Aston Martin, Maserati, Lamborghini and Bentley.

Beyond the Los Angeles Auto Show, Pirelli said it has other partnerships in the region with the LA Dodgers and the Academy of Motion Pictures Arts and Sciences to expand its “lifestyle footprint within the LA market.”

The company's multi-year agreement with the LA Dodgers began this baseball season and involves in-stadium advertisements, in-game promotion and hospitality for customers. Pirelli also is supporting the Academy of Motion Pictures Arts and Sciences for upcoming exhibitions and the construction of a new Academy Museum.

“We're looking forward to activating all of these partnerships to engage our dealer network and showcase the brand in a market with the largest potential for Pirelli, not just in the US, but the world,” said Rafael Navarro, vice president of media relations and motorsports for PTNA.