TYRES could be the last consumer product considered worthy of a luxury retail outlet in Los Angeles, but that’s exactly what Pirelli has done for its premium tyres.

Designed to turn retailing on its head, Pirelli this week opened its P Zero World outlet in Los Angeles and claims it is the first luxury tyre shop in the world focused on prestige products and services.

Located close to Beverly Hills on Santa Monica Boulevard, P Zero World is part of a new marketing strategy by Pirelli that centres on the world’s fastest growing segment of sports cars, luxury cars and premium brands.

Pirelli – bought last year by Chinese tyre-maker ChemChina – said that this car market segment is expanding at a greater rate than the rest of the market globally – particularly in the US, with a forecasted growth of 11 per cent in the prestige segment in 2016.

“This strategy has given Pirelli absolute leadership in original equipment for high and very high end cars, with a market share of about 50 per cent thanks to its ‘perfect fit’ philosophy – made-to-measure tyres developed by the Italian group’s technicians for each specific model in cooperation with car makers’ own researchers,” Pirelli said in a statement.

It chose Los Angeles because the city has the highest concentration of luxury and sports cars in the world.

“It’s a space for tyre replacement and more importantly, a reference point for car lovers to experience a full immersion in the motorcar world,” the company said.

The 743 square metre site has three service bays for tyre changes, an espresso bar and luxury waiting area, personalised counsel on the best tyre fit queries, and a display of Pirelli’s full range of products.

Guests will also experience a full brand immersion, with the store showcasing Pirelli’s motorsport history, original-equipment partnerships, Pirelli calendar and vintage advertising.

Pirelli said that the retail concept will be the model for other Pirelli prestige tyre centres in other parts of the world.

It has not announced the location of future stores but said it would be “decided using the most sophisticated geo-marketing tools, as was the case with Los Angeles”.

“This new venture is part of an aggressive growth plan for Pirelli in North America and beyond,” said Pierluigi Dinelli, CEO and Chairman of Pirelli Tire North America.

“P Zero World also speaks to a key part of Pirelli’s unique approach to the market – the strong expression of our corporate identity, which is tied deeply to both the innovative and the experiential.

“This new initiative brings the concept full circle with retail at the very heart of the brand.”

By Neil Dowling