The company’s coloured tires can be pre-ordered now in North America, and key markets in Europe and the Far East.

Pirelli is introducing two innovations at the Geneva Motor Show this year.

The first is a coloured edition P Zero and Winter Sottozero tires, engineered to satisfy the increasing demand for personalization from prestige and premium tire clients.

The very first coloured edition P Zero tires have already made their debuts in the last few months as concepts with Pagani, Lamborghini and McLaren, and this summer they will be available for Ferrari, Aston Martin, Porsche and Bentley. The coloured edition will then be expanded to premium models from the world’s top manufacturers.

The second innovation is Pirelli Connesso: a sensor embedded in the wall of the tire that communicates with the driver via an app. It provides data about tire pressure and temperature even when the car is at rest, plus static vertical load, tire wear, number of kilometres covered for each tire, and, in a future version, the estimated remaining life in kilometres.

It also acts as a remote pressure gauge when tires are being inflated, providing a true and accurate reading without having to wait for the tires to cool down.

Coloured edition tires are available to pre-order straight away for the P Zero and Winter Sottozero. Pirelli Connesso will initially be available in the United States (summer 2017), and later in principal markets within Europe and the Far East.