Pirelli Targets the Prestige Market in a Unique Way
That dealership is a reality in Los Angeles. It is called P Zero World, and despite its focus on Pirelli P Zero tires, it is owned by Claus Ettensberger, who is no stranger to the prestige side of the tire and wheel business.
As owner of CEC Wheels, he has been selling wheels and tires, including the Pirelli brand, for 25 years. As owner of P Zero World, he will continue to sell wheels and tires, but only one tire brand. And as much as possible, only one line.
“My goal is to make sure the end consumer is riding on P Zero’s,” he says.
Leveraging the brand
P Zero World is the company’s first tire shop in the world focused on prestige products and services. Los Angeles was chosen because, according to Pirelli, it is “the global capital of cinema, car design, technical innovation and a focal point in fashion and the arts.”
The highest concentration of luxury and sports cars in the world are located in the Los Angeles metro area. Future locations also will be decided using sophisticated geo-marketing tools.