President and CEO of Pirelli Canada for the past five years and a member of the team since 2014, Ernest Bedia took the time to speak with Autosphere amid the roar of engines at Circuit Gilles-Villeneuve during the Canadian Grand Prix.

As the official tire supplier for Formula 1 since 2011, Pirelli had invited Autosphere to the Montreal event to experience the celebration in exceptional conditions. Despite what must have been a packed schedule, Mr. Bedia made time for a lengthy interview.

The conversation took place in the spacious Pirelli section of the Paddock Club, and the first topic discussed was the state of the Canadian market.

“The Canadian market is stable,” he said, “but we remain cautious about what the second half of the year may bring. Our products sold in Canada are not subject to tariffs, and from the design stage, we ensure their prices are competitive with our rivals.” What concerns the president more is a decline in consumer confidence that could lead people to focus their spending on essential purchases.

When asked about original equipment agreements with manufacturers, Mr. Bedia described that aspect of the business as stable but more volatile. He noted that tensions in this area have had no impact on the Canadian market so far.

Committed to quality

Turning to the retail segment, Mr. Bedia continued where the conversation had left off. “If a car comes factory-equipped with Pirelli tires, there’s a very good reason for that. When it’s time for replacement, the choice should be obvious. In these cases, tires should be seen as original equipment parts,” he explained.

He then took the analysis further. Pirelli has significantly expanded its catalogue and now offers products across all segments. “We’re known for performance,” said Mr. Bedia, “but it’s entirely possible to offer tires that provide comfort and longevity without sacrificing performance. Our R&D department also focuses on developing everyday tires. But we remain committed to our brand image and reputation.”

Mr. Bedia also discussed how Pirelli is addressing the growing EV market. “Our approach isn’t to develop a single line of EV tires that fits all vehicles. We need tires that meet new performance expectations—durability, low rolling resistance—but also suit real-world applications, whether it’s a high-performance SUV or a daily-use subcompact.”

No matter the type of customer entering a tire shop, he emphasized the importance of passing along manufacturer knowledge to the end user via distributors and retailers. Driving an entry-level car doesn’t mean a customer won’t want top-quality tires that ensure safety and comfort. “Consumers need to understand the benefits of premium tires,” he said. “Then they can make informed decisions.”

In the same vein, Ernest Bedia advocates for the use of true winter tires in Canada, specifically for safety reasons. He considers all-season tires a suitable option for the rest of the year, knowing how quickly freezing rain or early snow can arrive.

The Formula 1 effect

Naturally, Pirelli’s massive investment in Formula 1 tire development—and the company’s logo plastered across circuits worldwide—is driven by emotion. “The Canadian market is passionate and proud of our tires,” said Mr. Bedia. “We leverage this image of performance and prestige. Another key aspect of our F1 partnership is the technological progress it drives. We must stay at the cutting edge and move fast. What’s interesting for our replacement tire offering is that we benefit from this rapid development model and technology transfer. Some components or designs tested for race tires end up being effective solutions for consumer tires.”

Reflecting on the significant investments his company has made to develop top-quality tires, the Pirelli Canada president stressed the importance of “ensuring the entire market is supported by experts.” At a time when consumers can order tires online based on their own assumptions, the role of a qualified advisor at the service counter becomes more important than ever.