Redefining modern performance
People and their needs are evolving, even in the world of mobility. They no longer seek just speed or safety – they now look for sustainability, efficiency, smart features and stress-free solutions. How can we convey this new harmony of tyre features to a new generation of consumers?
Contemporary tyres for contemporary humans
“New Tyre Generation” is the Pirelli campaign that presents its new products with an unprecedented tone of voice – one that focuses on people, not just performance. It translates technical details into meaningful benefits, making innovation truly relatable.
From GoodWood to the world
The global campaign was unveiled in July '23 at the GoodWood Festival of Speed, featuring a dedicated booth and social media activations before being rolled out worldwide.
