Pirelli, one of the leading manufacturers of premium tires in the world has praised Dubai motorists Who have adopted a proactive approach to road safety this summer. With temperatures soaring across the UAE’s highways, lack of tire safety increases the risk of wear and tear to vehicles and their tires and thus the risk of accidents, which can sometimes be fatal.
Hot weather causes greater strain on tires in terms of PSI (Pounds per Square Inch). When tires are deflated or over -inflated, this affects reliability, performance and ultimately safety. Maintenance becomes more important in the summer.
The latest statistics released by the Ministry of Interior (MoI) in the UAE reveal that 785 accidents were recorded across the country in 2018 were attributable to worn-out tires. The tires were worn out due to lack of regular maintenance or overloading of vehicles.
In January this year, Pirelli had opened its flagship P ZERO World store on Hessa Street in Dubai as part of its commitment to offering the best driver experience. This was the first such store in the Middle East and only the fourth in the world, following the establishment of flagship stores in the automotive heartlands of Los Angeles, Munich, Monte Carlo. The P ZERO stores were set up with the aim of providing world-class customer service and enhancing knowledge regarding road safety.
Pirelli recorded its best month-on-month footfall figures at the store to date, with over 1500 motorists visiting the Hessa Street store during the January to June period to check or change their tires. Pirelli attributed this increase to drivers paying close attention to vehicle safety as the temperatures increased.
“Driver and road safety is our top priority. As the market leader in the premium tyre sector, Pirelli strives to deliver the best driver experience, from performance and reliability to raising awareness of the importance of tyre maintenance,” said Alberico Avogadro, Managing Director, Pirelli Middle East.
The wheels are the only part of the car which are in contact with the surface of the road and hence regular checks are important all year round. However, additional factors in play during summer amplify the need to focus on tire maintenance now. Avogadro said he was extremely pleased that Pirelli’s safety messages seemed to be effective and that the customers were recognizing the need to be extra vigilant about the need for good tire health.
With the hot summer months impacting tire health, Pirelli had the following tips for motorists in the UAE:
Manju Mathew, an MBA in marketing, completed publisher training courses from the Oxford Brookes University and New York University. She started with marketing and PR roles before moving on to her current position as a full time writer. Currently living in Dubai, her life as an expat has sharpened her observation skills and flair for writing. She enjoys writing about luxury cars like Ferrari, Lamborghini, etc even if she can only dream of owning them.
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