PIRELLI NORTH AMERICA LAUNCHES ITS ALL-NEW DEALER PROGRAM: THE PIRELLI PERFORMANCE PROGRAM

Pirelli North America has launched its all-new associate dealer program, Pirelli Performance Program, in which independent tire retailers and their sales teams can earn rewards on eligible Pirelli tires sold at retail.

The Pirelli Performance Program empowers its members to leverage Pirelli's leading position in the premium market, transforming their businesses by providing competitive financial incentives, granting access to premium experiences, and offering full marketing support to qualified participants.

The launch of the Pirelli Performance Program kicks off in California, paving the way for a nationwide rollout. For the initial phase, Pirelli has secured the support of three distributor/wholesale partners - Turbo, ATD (American Tire Distributors), and US AutoForce - known for their expansive networks and swift delivery capabilities, ensuring widespread coverage and prompt service.

Claudio Zanardo, President and CEO of Pirelli North America, stated: “The Pirelli Performance Program offers independent premium tire dealers the opportunity to substantially grow their business. This new dealer program complements our increased investment in the North American market and is an additional proof of our commitment to the Region. We want to approach this market with a customer-centric philosophy: we have products that are specifically designed to meet the needs of North American customers and we are confident that this program will further contribute to our growth and penetration in the market.

With this new distribution channel, we apply the Pirelli perfect-fit philosophy to the way we do business: the Pirelli Performance Program will offer tailored support, focus on high value creation, supporting the associate retail network in optimizing dealers' performance and competence, with a complete training suite with in-depth education about Pirelli products and business.

The foundation of the Pirelli Performance Program lies in prioritizing the needs of independent dealers and driving their growth within the premium market segment. The program presents a compelling proposition for dealers, focusing on high value creation that supports the associate retail network in optimizing performance and expertise.

North America stands as a primary growth market for Pirelli. The company has recently announced a multimillion-dollar investment to increase production capacity and establish a state-of-the-art R&D center in the Region. This adds to a series of developments in the local product lines, including the highly regarded Pirelli AS Plus 3 family, featuring the P7TM AS PLUS 3, SCORPIONTM AS PLUS 3, and the all-new P ZEROTM AS PLUS 3. Furthermore, Pirelli has made strides in the growing all-weather market with the introduction of the CINTURATOTM and SCORPIONTM WEATHERACTIVETM range