Pirelli‘s high-performance P Zero E tire has earned the prestigious ADI Compasso d’Oro Award, marking a significant achievement for the company. This is the first time a tire has received this internationally recognized industrial design prize. The award ceremony, part of the Compasso d’Oro‘s 70th anniversary celebration, took place at Expo 2025 in Osaka, Japan.
The P Zero E was selected for its innovative design and commitment to sustainability. The judges specifically highlighted the tire’s use of a high percentage of recycled and natural materials, a notable feat in the high-performance tire segment. This aligns with the Expo‘s theme of designing a better future society.
Launched in 2023, the P Zero E is notable for its composition. More than 55% of its materials are bio-based or recycled. Despite this, the tire maintains high performance standards, achieving top ratings for wet grip, rolling resistance, and noise reduction. It’s designed to optimize electric and plug-in hybrid vehicle efficiency, potentially increasing mileage by up to 10%. Furthermore, the tire incorporates Pirelli‘s RunForward technology, allowing continued driving even after a puncture.
Pirelli‘s Chief Technical Officer, Piero Misani, expressed pride in the award, emphasizing the recognition of the company’s design excellence and the innovative nature of products like the P Zero E. He highlighted the role of research and development in driving progress and sustainability within the tire industry. Misani also noted Pirelli‘s ongoing commitment to technological innovation and environmentally conscious solutions.
The P Zero E‘s win adds to Pirelli‘s long history with the ADI Compasso d’Oro. The company has previously been recognized for its advertising campaigns and various product designs. The tire will be displayed at the Italian Pavilion at Expo 2025 before becoming part of the permanent collection at the ADI Design Museum in Milan.
The development of the P Zero E involved extensive collaboration. Pirelli‘s global R&D centers worked together with universities and specialized centers to create this tire, incorporating data-driven and artificial intelligence-based technologies. The tire’s use of recycled materials, such as lignin, further underscores its commitment to circularity and sustainable practices. The P Zero E represents a significant step forward in tire technology and underscores Pirelli‘s commitment to innovation and sustainability.
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