Pirelli goes beyond delivering tyres

Pirelli has been one of the most famous names when it comes to performance tyres.  After all, the brand has been synonymous with Formula One for almost a decade and a half.

While there will always be demand for performance tyres, the automobile landscape has been evolving drastically and quickly in recent years, thanks to the rapid introduction and take up rate of electric vehicles.

We have the pleasure of chatting with Mr. Chen Ting (Thilo), Managing Director of Pirelli Asia, to find out how different Pirelli is from its competitors, and what we can expect from the brand.

We had the pleasure of chatting with Mr. Thilo (left), Managing Director of Pirelli Asia

Sgcm: Pirelli has long been associated with premium performance. How do you personally define the brand's role in today’s rapidly evolving mobility landscape?

Thilo: From my perspective, Pirelli's role in today's mobility landscape is clearer than ever: we are the benchmark for premium performance in a world where mobility is becoming more intelligent, more electrified and safer. The trend in the automotive industry represents a transformative era that demands innovative responses from industry stakeholders all over, but the expectations of consumers remain consistent - they want technology they can trust, performance they can feel and safety they never have to question.

This is where Pirelli plays a defining role. Our mission is to take the most advanced research, digital tools and automotive partnerships and translate them into real world benefits that drivers can feel every day. Whether it's managing the unique torque of high performance EVs, supporting the precision required for autonomous ready vehicles or delivering sustainable solutions without compromising performance, Pirelli sits at the forefront of these shifts.

In a rapidly changing world, premium performance is about delivering measurable value, consistency and peace of mind. That is where Pirelli continues to define the standard.

Pirelli has developed the dedicated Pirelli Elect™ to address the needs of EVs

Sgcm: How is Pirelli adapting tyre technology to meet the unique demands of EV? What key differences are there about tyres designed specifically for electric vehicles?

Thilo: Electric vehicles bring together very specific and sometimes conflicting demands. EVs are heavier due to batteries, delivering instant torque, and operating with much less powertrain noise. At the same time, drivers expect equal or superior performance, comfort and range compared to traditional combustion vehicles.

According the Mr. Thilo, the Elect™ technology reduces cabin noise by up to 20%, extends battery range by up to 10%, and allows up to 20% improvement in tyre durability

This is why Pirelli has developed the dedicated solution - Pirelli Elect™, which addresses the core EV challenges. It is specifically designed with enhanced grips to manage high torque and includes reinforced structures to cope with EV weights, significantly reducing cabin noise by up to 20%, and lowering rolling resistance to extend battery range by up to 10%. What's more, Elect™ tyres use optimized patterns, structures, and high-tech compounds to absorb and distribute power effectively, which result in uniform wear and up to a 20% improvement in tyre durability.

Sgcm: You mentioned Cyber™ technology with chips inside the tyres, what does this technology do?

Thilo:  Cyber™ technology, as Pirelli's newest innovation, is developed in anticipation of the next generation of vehicles. As the world's first hardware and software system capable of collecting key data and information on tyre and road surface conditions from tyre sensors, the Cyber™ technology can optimize vehicle stability, control, safety, and consumption, as well as to improve tyre development processes.

Debuted in 2024. the Pirelli Cyber™ Tyre technology includes sensors that interact with the car's control systems including ABS, ESP and traction control to enhance performance and safety

At the Goodwood Festival of Speed in 2024, Pirelli debuted the Cyber™ Tyre technology collaborating with Bosch, which was also applied to the Pagani Utopia. The Cyber™ Tyre is equipped with sensors that interact with the car's control systems, including ABS, ESP, and traction control, to enhance performance and safety, playing an integral role in optimizing the car's dynamics. As for now, Pirelli Cyber™ Tyre has received several prestigious international accolades, including the most innovative technology in the tyre sector (Autotech Breakthrough Awards), a 'Safety' award at France’s Automobile Awards, an Autobest recognition from a 32 country European jury, and Frost & Sullivan's U.S. 'Company of the Year' title for the groundbreaking Cyber™ Tyre technology.

Sgcm: Looking ahead, how do you see the expectations of Singapore motorists evolving, and how will Pirelli continue to stay relevant in a premium, urban market like this?

Thilo: Singapore motorists are becoming increasingly discerning. In a dense, urban environment like Singapore, drivers expect responsive handling and safety, while also offering high levels of comfort and low noise. The rapid growth of electric vehicles is also reshaping priorities.

Pirelli's Elect™ technology, developed specifically for electric and plug-in hybrid vehicles, is strongly aligned with these needs.

Sustainability is a core focus for Pirelli, it does its share for the environment by using eco-friendly materials, committing to responsible sourcing and improving efficiency by reducing rolling resistance

Sustainability is also becoming a core expectation for environmentally conscious motorists in Singapore. Pirelli addresses this through a concrete product-focused approach, through reducing rolling resistance to improve efficiency, advancing the use of eco-friendly materials, and committing to responsible sourcing.

In a mature market like Singapore, the premium experience goes beyond the product itself. Pirelli continues to invest in dealer support, education, and tailored offerings to ensure the best ownership experience.

Sgcm: Finally, what excites you most about Pirelli's journey in the coming years?

Thilo: What excites me most is the opportunity to both witness and actively shape Pirelli's strategic transformation toward Electrified Mobility and Sustainability across the Southeast Asia region. This market is evolving rapidly, and it presents an ideal environment for us to introduce our most advanced technologies and high performance products.

Drawing on my experience in China - the world's most dynamic and mature EV ecosystem - I am particularly motivated to bring innovative solutions and products such as high-performance P Zero™ series, Cinturato family with ecological features and Scorpion range dedicated to SUV/Crossover applications. At the same time, we are developing products specifically tailored to the region’s unique climate, road conditions, and mobility needs, ensuring that our offering is not only technologically advanced but also locally relevant.

Mr. Thilo is excited about Pirelli's strategic transformation toward Electrified Mobility and Sustainability across the Southeast Asia region

Besides, sustainability is one of Pirelli's most important strategic pillars, and P Zero™ E is a powerful example of how we are translating that commitment into tangible innovation. The tyre incorporates more than 55% sustainable materials while achieving the rare 'triple A' EU label rating for rolling resistance, wet braking, and noise - a combination that sets a new benchmark in the industry. It reflects our belief that high performance and environmental responsibility must go hand in hand.