NEW YORKPirelli will be the exclusive official tire of the Los Angeles Auto Show for the next few years, according to Pirelli Tire North America Inc. (PTNA)
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. This year's show will be held Nov. 21-30.
The agreement, which extends through 2017, will strengthen the company's intention to drive sales and awareness within Los Angeles and Southern California, PTNA said.
Paolo Ferrari, PTNA chairman and CEO, 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 offeringincluding the P Zero and our new Plus line products for North America.
The Rome, Ga.-based tire maker said during the show it will highlight Pirelli's tire technology process utilized for Formula 1 racing that transfers directly into consumer products, as well as its product portfolio and North American Plus line strategy.