Pirelli has returned to cycling with a range of high performance tyres designed for road bikes. The new PZero Velo line will be on the market in September with distribution in Europe, North America and Asia Pacific.
The PZero name aims to evoke Pirelli’s iconic brand. The colour code of the new Pirelli tyres’ tread is tied to particular road cycling disciplines: ‘Silver for Road Racing, red for the Time Trial and blue for the Four Seasons’.
Following the launch in September, the new tyres can be ordered online via an ecommerce site specially developed by the company – veloworld.pirelli.com – which aims to ‘offer consumers digital services and tailor-made products’. Pirelli adds that the content on the site will also be tailor-made, created ad hoc to tell stories from the world of two wheels.
For the new range of high-performance bicycle tyres, Pirelli adds that it used ‘technological know-how matured in 110 years of competitions’. With its background in the world of four- and two-wheel drive, Pirelli notes that it has been the only supplier of F1 single-seaters since 2011. It is also the longest tyre supplier in the history of the Superbike World Championship and provides product for 350 national and international championships around the world.
Pirelli has been a part of cycling success stories in the past. In the first edition of Giro d’Italia (in 1909), the company was the partner of the event; and 30 of the 49 finalists used the company’s tyres. Among the many famous cyclists have ridden Pirelli tyres over the eyar, one name of note is Fausto Coppi, who chose Pirelli tyres for his Bianchi bike.
“We are excited about this return to cycling,” said Antonella Lauriola, COO of the Velo Pirelli business unit. “For our bike tyres, we draw on a unique heritage of knowledge, technology and sporting experience. Pirelli’s offer today is completed with tyres made for those consumers who look for innovative and technological bike products as they do for their cars and bikes.
“We chose to start from the racing segment, which is the most challenging in technical terms, but also the most consistent with our race-marked history.”
The launch of PZero Velo to the international media will take place in mid-June, via Pirelli’s testing centre in Milan. The new line of Pirelli bicycle tyres will also be on display at the Eurobike 2017 show, which runs from 30 August to 2 September.