DUBAI, United Arab Emirates — Pirelli & C. S.p.A. has opened a P Zero World flagship retail store in Dubai, its first in the Middle East and fourth worldwide, and announced plans for a fifth store, in Melbourne, Australia.
The new store — operated by local distributor Al Hawai Tyre Co. — joins P Zero World stores in Los Angeles, Munich, Germany, and Monte-Carlo. The P Zero World concept is seen as a "boutique for tires" where customers can find Pirelli's exclusive products alongside services dedicated to the exotic worlds of luxury and sports cars.
Pirelli said it considers Dubai a "key territory" that links the Middle East with the rest of the world. Dubai is scheduled to host Expo — the world exhibition that will attract 25 million tourists — in 2020 and the UAE is the No. 2 car market among Gulf States countries, trailing only Saudi Arabia.
UAE also hosts a Formula 1 race annually, at the Yas Marina circuit in Abu Dhabi, where Pirelli hosted a P Zero Experience track day in connection with the opening of the Dubai P Zero World.
The Dubai P Zero World is housed in a 615,000-sq.-ft. purpose-built structure, with four service bays and employing five technicians, two salespeople and a receptionist. A "track expert" also available to give advice about car set-up and tire management.
The bays are equipped with laser-guided alignment equipment, automated tire mounting machines and state-of-the-art balancing machines.
The store's waiting area has life-size Formula 1 simulator in addition to the expected luxury amenities.
Gaetano Trezza, Pirelli's Head of Trade & Operative Marketing, said: "Pirelli's retail strategy is focused on points of sale activation, in collaboration with partners who are already active on site," Gaetano Trezze, Pirelli's head of trade and operative marketing, said.
Distributor Al Hawai has worked exclusively with Pirelli for 32 years.