It was the perfect way to emphasize one of the clear messages Pirelli wants to convey to customers worldwide: Its commitment to auto race benefits the products it sells to consumers.
There, the media watched the Lamborghini Super Trofeo race series, with Huracán Super Trofeo EVO vehicles. The caravan weaved through the streets of New York City, making the 245-mile drive through New York, New Jersey, Pennsylvania and up to New York's venerable raceway. Pirelli execs drove a 2022 Huracán Spyder, (base price $207,000), while the media drove Lamborghini's SUV models, the Urus (base price $225,500). The group then headed to Watkins Glen International Racetrack in upstate New York. Zanardo and Coke joined other members of the North American tire trade press in New York City, home not only to Pirelli Tire North America's home office but also the "The Lamborghini Lounge," a nondescript office building from the outside that is anything but inside.
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That strategy was on full display during a ride-and-drive event the tire maker hosted in late June. We offer the best product in terms of quality for the right car, with the perfect technology, the perfect strategy."
"That part of the market is our market," he said, "so we need to serve these customers. The collaboration between Pirelli and Lamborghini dates back to 1963, the year in which Ferruccio Lamborghini asked Pirelli to supply the tires for the first car of his new company, the 350 GTV.įour decades later, Zanardo said, Pirelli tires are positioned toward "the premium customer, the prestige customer." S.p.A., the Milan-based tire maker, who has been in auto racing for more than a century of its 150 years in business. Two Lamborghinis are parked at the entrance to the lounge - both fitted with Pirelli tires - while business at the adjacent Lamborghini souvenir shop is brisk, price be damned. One of those watches can be yours for as little as $40,000, or if you're really in a spending spree, $100,000-plus. The pop-up lounge, on the grounds of historic Watkins Glen International Racetrack in upstate New York, is plastered with advertisements for watchmaker Roger DuBuis. The setting, indeed, seemed quite appropriate.Īs the engines of race cars squealed in the distance, Claudio Zanardo, CEO of Pirelli Tire North America Inc., and his right-hand man, Ian Coke, director of quality and chief technical director of the Pirelli Tire North America, relaxed on leather furniture in a cozy lounge, set up for the Lamborghini racing teams that would compete later that day.
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