Pirelli's listening: Tire offerings reflect North American expectations

ROME, Ga.—American consumers can be a finicky bunch, especially when it comes to their tires.

They say they know exactly what they want. And what they want is … well, everything.

"As you can tell from my accent I am not from around here. … So it has taken me some time to understand the American consumers and their expectations," Ian Coke, Pirelli North America L.L.C.'s chief technical officer, told Rubber News. "Clearly, mileage is king in the United States, which is different from the countries that I used to live in in Europe. But even saying that—mileage is king—all the other attributes are expected (as well)."

Americans, Coke said, want their tires to last longer, perform optimally in all weather conditions, stop on a dime and handle excellently while riding comfortably and ever so quietly.

And when it comes to those expectations that Americans are voicing, Pirelli is listening.

It's taking to heart the input from American consumers and working to strike the right balance in performance and longevity across a range of weather conditions. Now it's rolling out the tires that best meet those demands while fully living up to the quality expected from the Pirelli brand.

In September, Pirelli introduced WeatherActive, its first tires with all-weather capabilities. Tires that were designed especially for the North American market, and of course, its finicky consumers.

WeatherActive carries the industry's Three Peak Mountain Snowflake rating, ensuring the tire performance in severe snow conditions. But it also demonstrates improved wet performance, while offering a comfortable ride and solid mileage, Pirelli said.

The tire also features new compound technology that is engineered to enhance the tread pliability in cold temperatures, Pirelli said.

This performance and durability prove the strides that the tire maker—and the industry overall—have made when it comes to materials science, Coke said. And it proves that Pirelli continues to push the capabilities of its tires further with investments in R&D.

Because ultimately, he said, it is the material science strides—coupled with advancements in tire modeling—that have allowed Pirelli to expand its offerings. In this case, tires that perform optimally regardless of weather condition.

"I think the best example in terms of trends, at least what I see now, is in the all-weather segment, which is growing," Coke said. "There was a lot of skepticism all over the place when this concept came up. What are you trading off, right? … But I think that has pushed everybody to develop technology mostly on the materials side to be able to not have such a drastic compromise.

"I am not saying that a winter tire isn't specifically designed to operate under severe winter conditions, or that a summer tire isn't specifically designed to get the maximum performance. But that compromise is not as great as it used to be," Coke added. "To look for a trend, I would see an increase in that particular segment to where the all-weather becomes the all-season. That is definitely (an industry) trend I do see. And it's based on consumers wanting mileage, but also wanting winter traction, braking distance in the wet, especially in those cold winter conditions as well."

When it comes to trends, there's no denying the auto industry's move to electrification. Or the emphasis this places on tires.

And that's where Elect EV technology comes in.

Pirelli's P-Zero Elect EV is the tire maker's first replacement EV tire offering in North America. It is tailored to optimize the range of battery electric vehicles by reducing rolling resistance by more than 20 percent compared to other tires in the Scorpion line. Elect also offers enhanced grip to manage EVs' high torque and has reinforced structures to support the weight of the vehicles.

"We don't need to speak about integrity because integrity is a given in the tire industry," Coke said. "But when you are talking about electric vehicles themselves, I mean, when we look at EV trucks now—these things weigh, what? Nine thousand pounds? They are monsters. So, fundamental is the tire being able to support the load."

And Elect—like its all-weather cousin—is designed to do it all: handle the worst that EVs have to throw at them and then perform exactly as Pirelli tires are expected to perform. The tire is optimized for noise reduction, allowing EVs to do what they do best—ride quietly.

"(It's) also providing the comfort. There is a lot of work done in the structure of the tire, obviously to support the load, but to support the load in a way that will present the best footprint to preserve the mileage and also the rolling resistance," Coke said. "So keeping a 9,000-pound vehicle (supported) and presenting the footprints in a way that optimizes both rolling resistance and mileage, that part is the key."

Pirelli prides itself on the quality of its tires, particularly in the OE space, and when it comes to electric models, the tire maker has earned some prime fitments with Ford, Stellantis, Audi and BMW. It works closely with its automotive partners to achieve the best performance possible for the vehicles.

And what Coke is seeing is that OEMs are starting to consider the voice of the consumers, too. They're listening and folding that feedback into the expectations of OE tire's performance.

"Clearly when an OEM designs their EV they are out for maximum range and quiet and everything else," Coke said. "And suffice it to say, mileage may not be at the top of the list. So, when you have driven your EV for 12 months and you realize you have consumed most of your tire, the consumer input is getting to the point where—'well, we need to address the consumer input.' And I see that as a trend."

When it comes to their tires, American consumers are asking for something else: Transparency.

"I think there is a consumer interest in sustainability," Coke said, "and therefore they are asking for 'what is the environmental impact of my product, the tires that I am buying?' Whether it is how I am using them, how they are made or where they come from. That (mentality) is starting."

Turns out, sustainability is something that Pirelli knows well.

The tire maker has articulated both short- and long-term goals that its says are intended to mitigate ecological risks, reaffirm responsible natural rubber and materials procurement and contribute to circularity. Its participation in the Tire Industry Project is one example of that commitment.

"Globally, all responsible tire manufacturers are publicizing and working toward a greater sustainable, recyclable content of their tires—beyond 50 percent," Coke said. "… When you get to those type of levels there is obviously a tradeoff in some of the performance aspects. I think that is also a great message that the industry is willing to push out the envelop to see what can be done."

In North America, specifically, the tire maker has made some strides as well. The company's plant in Georgia was the first to produce tires that were certified by Forest Stewardship Council.

According to Pirelli the certification "confirms that plantations are managed in a way that preserves biological diversity and benefits the lives of local people and workers, while ensuring it sustains economic viability."

That step, Coke said, was significant, one that the tire maker is extremely proud of. And Pirelli is determined to continue to invest in and lead on matters of sustainability.

"I won't lie to you, it costs money. It costs more. I can guarantee it costs a lot more (to invest in sustainability), but it is, again, if we don't start to adapt that type of policy then nothing will get done," Coke said. "And as more us adopt the policy, the price comes down. That is how innovative and new technologies and new materials come into the market as people—more people—adopt them."

And that adoption, once driven almost entirely by legislation, is starting to be driven by consumers.