Together with the official launch of its new PZero Velo tyres, Pirelli has unveiled a new website, www.velo.pirelli.com, that is dedicated to the brand’s cycling tyres with the addition of e-commerce services.
Having previously confirmed that it was re-entering the cycle category; Pirelli’s new PZero Velo range is billed as ‘a new era in the world of cycling tyres, this time not for the best car or motorbike but for the best machine ever created: man’.
The new Pirelli cycling tyres may be purchased from traditional sales channels, ‘thanks to an extensive distribution network, which now covers almost all of Europe and has already extended its reach to the US and Asia Pacific’, and online, through the new dedicated e-commerce site.
The e-commerce section – available for use as of now in Italy, France, Spain, Germany, Benelux and the UK – provides guidance on the purchase of the main products making up the Velo range: PZERO VELO, silver label, positioned as ‘the most versatile and multi-use’; PZERO VELO TT, red label, for speed and minimised friction; and PZERO VELO 4S, all-season tyres and particularly for cold winter weather.
Already online are the sections for the MTB and URBAN product segments, for which the company will progressively widen its line-up. In addition, velo.pirelli.com will soon also offer the opportunity to buy online exclusive items, not available from traditional retail channels.
As a first example, Pirelli has a collection of cycling apparel, created in collaboration with Castelli. The high-tech apparel line that Pirelli Design has adapted to its unique identity, is positioned as being ‘exclusive and particularly valuable, not only because of the Pirelli logo, but also because of the technical recognisability of the product in the eyes of knowledgeable consumers.’
Moreover, in Pirelli’s online magazine VeloWorld consumers will find ‘news, events and exclusive promos dedicated by Pirelli to the velo world, as well as content specially conceived to narrate the bike universe from a fresh, original viewpoint.’