Pirelli increases Performance Centres by 25%
Pirelli has announced that the number of its UK Performance Centres (PPCs) has increased by 25 per cent over the past two years. Pirelli presented the information at a PPC meeting the headquarters of reigning FIA Formula One Constructors' World Champions Red Bull Racing in Milton Keynes last month. In August 2010, there were 66 PPC branches but this figure has “steadily grown over the past 20 months” to reach 83 in the UK and Ireland. PPCs are audited for quality, helping the manufacturer to direct high performance car drivers to the outlets that will best suit their needs.
At the meeting on Wednesday 28 March, 13 dealers represented a selection of PPC branches from around the country. The meeting included a series of presentations, a discussion about new initiatives and a factory tour of Red Bull Racing. Earlier this year, Pirelli announced Benfleet Jet Wheel and Tyres as the 2011 PPC of the year, marking the second time in five years that the branch has won this prestigious accolade.
New audit criteria was also on the agenda at the meeting, and Pirelli confirmed there will be more focus on areas including retail standards, tyre labelling information and production of bespoke point of sale material. The first audits of 2012 are now being carried out.
“The growth of our Pirelli Performance Centres is very encouraging news,” explains Catherine Kirk, trade & consumer marketing manager at Pirelli UK. “The meeting was a perfect opportunity to talk through new initiatives with some of our key representatives. The standard of the PPC branches are exceptionally high, with eight centres awarded platinum status last year. With this year’s first batch of audits currently taking place, I look forward to another successful year ahead.”
Director of Merityre Specialist Ltd., Noel Pope, said: “The Pirelli Performance Centre dealers meeting was a welcome reminder that the enthusiasm to maintain an elite network of high performance tyre centres remains at the heart of Pirelli’s strategy. With the rigorous biannual technical audit now to be accompanied by a customer service standard, customers can expect the best industry service by visiting a Pirelli Performance Centre for their tyre purchase. All in all, it was an interesting and enjoyable day.”
The next PPC meeting will be held on 18 October.