Pirelli debuts premium service network in Germany

German-based Pirelli company Pneumobil GmbH has established its first flagship ‘Driver’ centre. The Driver store in Frankfurt opened its doors on Friday 13 September, and this will hopefully prove a lucky date for the new premium concept. Pirelli intends to expand the Driver network, however it has not outlined its future rollout plans or indicated whether the Driver centre concept will be extended to other markets.

The new Driver centre on Frankfurt’s Hanauer Landstrasse covers a 3,300 square metre floorspace and will stock around 4,000 new tyres at any given time. Storage space also exists to store around 24,000 customer wheels when tyres are swapped to suit the season. The Driver service portfolio covers a wide range of tyre, wheel and vehicle fast-fit services.  

Two and a half years of planning and construction went into the new Driver centre, which was opened by Pirelli Germany CEO Michael Schwöbel. “We have succeeded in creating something different and in an unusual location,” he commented. The new Driver Centre was also praised by Michael Boddenberg, Hessian Minister of State for federal topics. He congratulated Pirelli on the “great enterprise engagement” and also on the choice of location. Pirelli chose the location for its Driver Centre flagship store because it is close to several premium car manufacturers, major banks and insurance companies in the heart of Frankfurt’s financial district.

The Driver centre fits in well with Pirelli’s focus on the premium segment. The new Frankfurt outlet will serve as a showcase centre for those joining the Driver network.