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.”