LOS ANGELES (July 15, 2016) — Pirelli Tire North America Inc. has opened a premium single-brand retail store in Los Angeles called P Zero World that will serve as a pilot program being considered for other key markets with high concentrations of prestige automobiles, such as Dubai, Milan, London and a few other U.S. cities.
“Moving forward, we are going to get six months of experience and then bring this kind of service to other locations,” PTNA Chairman and CEO Pierluigi Dinelli said at the gala opening of the Los Angeles store July 14, where the company packed the 8,000-sq.-ft. store with car enthusiasts, celebrities and around $6 million worth of the world's rarest hyper-exotic cars.
P Zero World has been designed to attract the customers at very highest end of the retail performance tire market. Pirelli said Los Angeles was an easy choice for P Zero World because one quarter of the cars and customers in this segment globally are located in Southern California.
The concept is fresh, but the store itself isn't completely new construction. Instead Pirelli partnered with Claus Ettensberger, founder and president of CEC Wheels, to remodel Mr. Ettensberger's CEC Tuning Center on Santa Monica Boulevard into P Zero World.