A parade of more than 60 supercars belonging to fans and local collectors were in attendance at Hessa Street on the day of Pirelli’s inauguration of a brand new P Zero World store, Dubai.

Pirelli’s flagship store in Dubai is only the fourth in the world after Los Angeles. Munich, and Monte Carlo. More than 200 cars showed up at Yas Marina in Abu Dhabi the very next day, for P Zero Experience, Pirelli’s own brand of track day.

Pirelli has always summarized the P Zero World concept as a ‘boutique for tyres.’ In other words, P Zero World is a shop for customers to find Pirelli’s most exclusive products along with services dedicated to the exotica of automobiles, be it luxury, performance, or both.

Pirelli P Zero

More than 60 supercars paraded through Dubai before ending up at P Zero World store, Hessa Street , Dubai.

Pirelli offers its entire range of tyres only at P Zero World stores, such as the range-topping P Zero Trofeo R which is a road-homologated tyre with the highest performance in the entire range. You can also find here the Pirelli Collezione for collectors’ cars: designed to blend classic looks seamlessly with modern performance.

Other Pirelli products such as motorbike tyres and Velo tyres as well as brand merchandise are also on offer at the World store. More importantly, why did Pirelli choose Dubai as its next destination? At the centre of the UAE, Dubai has been an important commercial and transport hub throughout history, making it on the most open places to influences and trends from the rest of the world.

There is a huge passion for cars in Dubai, making it the second-most important car market in the GCC, after only Saudi Arabia. The UAE projects a growth of four to five percent in luxury car sales over the next few years.

As if to drive home this fact, the Dubai Police fleet already features some of the most insane and exotic cars on this planet. Lamborghini Aventador, Ferrari FF, Bentley Continental GT, McLaren MP4-12C, Audi R8 – you name it, Dubai Police has it. W Motors, the first hypercar manufacturer in GCC is also active in Dubai, bringing along a Pirelli-shod Fenyr SuperSport to the inauguration.

W Motors Fenyr SuperSport

W Motors Fenyr SuperSport was also in attendance as one of the stars of the event.

The P Zero World store in Dubai covers an area of 600 square metres, split between showroom and workshop, maintained by five technicians, two salespeople and a receptionist. Four ramps are dedicated to tyre maintenance, featuring laser machines for wheel alignment, automatic tyre mounting equipment, and one of the quickest balancing machines out there.

Customers can entertain themselves with a life-size Formula One simulator and enjoy Italian coffee. A ‘track expert’ is also at hand for every customer, ready to advise him or her about car set-up and tyre management.

Gaetano Trezza, Pirelli’s Head of Trade & Operative Marketing, said: “Pirelli’s retail strategy is focussed on points of sale activation, in collaboration with partners who are already active on site. This is certainly the case in Dubai with our distributor Al Hawai, which has worked exclusively with Pirelli for 32 years. Consequently we can rely on a loyal customer base, but above all on the reliability and skill of companies with a passion for our job.

P Zero World is the jewel in the crown of this strategy, where clients can discover our brand, exclusive products, and services at the highest level in a unique context. Furthermore, customers get the chance to find out more about our partner brands, which helps us to create an atmosphere that sets P Zero World apart from any other tyre facility. Next up is the opening of P Zero World in Melbourne, Australia.”