Pirelli Extends Custom Colors to its Prestige Tires - Tire Review Magazine

Pirelli Extends Custom Colors to its Prestige Tires

In the era of personalization, Pirelli engineers have developed materials that allow for vivid colors on tires.

In the era of personalization, Pirelli engineers have developed materials that allow for vivid colors on tires.

Introduced last week at the Geneva Auto Show, Pirelli dealers can now match tire sidewall lettering to the taste and style of the customer, with colored edition tires for the P Zero and Winter Sottozero lines in the prestige sector, from 19-inch size and up.

Available for pre-order, the base colors for the colored edition will be red, yellow, white, and silver – with options available in every other color by request. Pirelli’s engineers have used the experience gained in Formula 1, where colored tires have been a reality since 2011, to refine an innovative, durable labeling system that includes a new barrier material to protect against the color fading without affecting performance.

The very first colored edition P Zero tires have already made their debuts in the last few months as concepts with Pagani, Lamborghini and McLaren. Beginning in the summer, they will be on Ferrari, Aston Martin, Porsche and Bentley. The colored edition will then be expanded to premium models from the world’s top manufacturers, according to the company.

In a separate update from Pirelli, they estimate that more than 63% of the prestige cars on display at the Geneva Auto Show – from McLaren to Pagani to Porsche – were wearing Pirelli tires, many of which form part of the colored edition.

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