Pirelli Eco-Tire Awarded Prestigious Prize
Pirelli has received the Compasso d'Oro award, which is presented by the Italian Industrial Design Association (ADI) since 1954 and is considered one of the most prestigious in its field. This year, the award was given to the Pirelli P Zero E tire for the first time, which won in the "Mobility Design" category, and the award ceremony took place during the Expo 2025 exhibition in Osaka, Japan.
This year, the organizers of the award were inspired by the theme of the Expo exhibition, which sounds like "Designing the society of the future for life", and Pirelli was awarded in one of the key nominations - "Connecting lives", which awards projects that "allow people to be connected through high-tech products that reduce the burden on the environment, such as the Pirelli P Zero E, the world's first tire with an unprecedentedly high content of natural and recycled materials, especially for the UHP segment, for which it is intended".
The Pirelli P Zero E was presented in 2023 as the first tire on the market in the UHP class, consisting of more than 55% recycled and biomaterials, while providing a high level of safety, including on wet asphalt. According to the Euro marking system, the P Zero E received the highest rating "A" for both wet grip and rolling resistance and noise level, while the Elect technology is able to increase the range of electric cars by 10% compared to standard tires (according to the results of tests of Pirelli Scorpion and Scorpion Elect in size 235/60 R18), and the Run-Flat design allows you to continue driving after a puncture (RunForward technology).
As Pirelli says, "all these innovations are invisible from the outside, but they are "able to set a new direction in the development of future tires", which allowed the P Zero E to claim the "Tire of the Year" award from the Automobile Club of France (ACF) in 2023.
"The P Zero E is an example of Pirelli's most advanced innovations, along with the Cyber Tyre - the world's first system capable of receiving data from sensors embedded in the tires and processing it using its own software and special algorithms. Such technologies expand the functional capabilities of cars and create the possibility of integration with "smart" cities and roads", the company adds.
The award on behalf of Pirelli was received by the company's Executive Vice President and Technical Director, Piero Misani, who noted: "Receiving this prestigious award speaks to the high level of design of our products and the innovative potential of such tires as the P Zero E, and also confirms the importance of developments and research as a driving force for progress and sustainable development. Our commitment to investing in R&D has made Pirelli a symbol of technological innovation and advanced solutions for the tires of the future, including in the use of new materials with reduced environmental impact and the increasingly wide application of artificial intelligence at all stages of development".
Pirelli has previously received the Compasso d'Oro award for advertising campaigns created by famous graphic designers, as well as for products such as rubber toys and floor coverings, electromechanical watches, and new projects of the Pirelli Foundation. The "Soul of Rubber" exhibition in 2013 received the Red Dot Design Award and was included in the ADI design index, and the book Publicity with a Capital P, dedicated to Pirelli's advertising materials, was nominated for an award in 2020.
The Pirelli P Zero E will be presented along with other winners at the Italian pavilion at Expo 2025, and the company says that "the tire embodies a modern vision of mobility" and was developed with the participation of all the company's major research centers around the world, as well as in partnership with numerous universities, suppliers, and others.