Pirelli reorganises its Driver retail scheme
Pirelli UK Ltd is to rename its current Driver retail scheme as Pirelli Key Point, in order to bring it in line with Pirelli Europe’s retail strategy. The news, announced at the company’s annual UK retail conference, means each of the already recognised dealerships will receive new signage and improved point of sale and benefit from a consumer awareness campaign. It also follows on from the announcement of the wider company’s five-year plans, which sees Pirelli position itself for further ‘premiumisation’ of both products and retail distribution, specifically the establishment of another layer of hard and soft franchised retail. The current UK Pirelli Driver network will be known as Pirelli Key Point from January 2012. All existing Driver dealerships will automatically be offered the opportunity to become Pirelli Key Point and will receive new branding in due course.
“Our Driver scheme has always been a jewel in our crown”, commented Dominic Sandivasci, managing director at Pirelli UK. “We set extremely high standards for our audited retailers, enabling us to recommend end users to the network with confidence, and in return we offer them extensive business support. This high standard will continue with the Pirelli Key Point scheme, something Pirelli will put its name to by having prominent Pirelli branding within all of the Pirelli Key Point points of sale.”
Sandivasci continued by explaining how the changes aligns the UK operations with Pirell’s wider plans: “The Pirelli European retail strategy is to maintain “Driver” as a key part of the Pirelli offering, but in the form of a soft and hard Franchise concept. This is proving to be an extremely successful model across Europe, with over 700 Driver dealers to date, and will undoubtedly become a feature of the UK in the near future.”
Pirelli’s Driver retailers attended the 2011 event held at WillamsF1 Conference Centre and were given an insight into the leading tyre manufacturer’s new products and promotions. Pirelli Driver is an industry accreditation scheme that sees the UK’s top independent tyre dealerships undergo a stringent auditing process in order to wear the prestigious mark and take advantage of a number of business benefits.