Pirelli opens first European PZero world in Munich
Pirelli has inaugurated the first European PZero World in Munich, at the centrally located Hanauer Strasse 42. After last year’s opening of its first flagship store in Los Angeles, Pirelli had set 2017 as the date for the arrival in Europe of this innovative point of sale.
The new PZero World covers an area of about 1,000 square metres. It is the application of the “Perfect fit” strategy to the distribution network, which at the production level means the development of tyres dedicated to single models of the most prestigious car makers, and at the service level means following the customer at the moment of the tyre change, when it is most convenient for them. From Car Valet to Mobile Fitting, Pirelli aims to offer the highest service and the Pirelli Connesso system will play a fundamental role.
“The strong point of PZero World is that it is a unique combination of high end products, on the one hand, and quality service, on the other. All enclosed in an elegant and comfortable environment which transform each visit into a true experience for the customer”, said Michael Wendt, CEO Pirelli Germany.
“Pirelli’s distribution strategy” – explained Matteo Battaini, senior vice president marketing and supply chain Pirelli – “is focused on geographical areas with a high density of Prestige and Premium cars, segments in which we are in a leadership positions. And it is pursued through links with selected customers – through a shared vision of value and product technology for high end products, a modern digital exchange of information and excellent logistics – who have become an integral part of Pirelli’s approach to the market. An element of strength of Pirelli’s retail strategy is its direct distribution presence through a network of circa 12,500 points of sale, which are expected to grow to circa 17,000 by 2020, in large part in the form of franchising and affiliation. PZero World and its flagship stores, with a network of authorized dealers, will be the spearhead of this strategy. The innovative point of sale format was born to serve the most prestigious areas of the world, where consumers can get to know every aspect of the Pirelli brand, from Formula 1 to the Pirelli Calendar, from Pirelli Design to Velo”.