S7E22 - Pirelli at the 2026 Miami Open 2026 with CEO Claudio Zanardo
About this episode
Claudio Zanardo, Pirelli’s North America CEO, talks about why the brand is sponsoring the Miami Open and how tennis highlights tire performance through visible “speed clock” serves. He explains Pirelli’s core message: power needs control, and tires are the only contact patch. Zanardo also covers market conditions shaped by weather, Pirelli’s new North America-focused truck and SUV lines (XTM/Scorpion), and the company’s push into EV-specific tires for noise, range, and comfort. He adds that Pirelli is developing connected, sensor-enabled tires and uses Formula One as a tech proving ground.
In this special episode from the 2026 Miami Open, we sit down with Claudio Zanardo, CEO of Pirelli North America, to explore how Pirelli is bringing its world-class high-performance engineering from motorsports into elite tennis.
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Miami Open
"We're here with Pirelli for the Miami Open with Claudio Sanardo, who is in charge of the whole North American region... So why are we here? Why is Pirelli involved in tennis?"
The Miami Open is a big tennis event in Miami. Pirelli is involved because it helps the brand connect with the kind of people who like cars and premium experiences.
The Miami Open is a major professional tennis tournament, and it’s used in this segment as a platform for Pirelli’s brand visibility. The discussion centers on why a tire company would be involved in tennis—likely to reach car enthusiasts and premium audiences.
North American region
"We're here with Pirelli for the Miami Open with Claudio Sanardo, who is in charge of the whole North American region. Yes, North American. So the Mexico. Mexico, US and Canada."
They’re talking about Pirelli’s business across North America—Mexico, the U.S., and Canada. It’s presented as an important and growing market for the brand.
“North American region” here refers to Pirelli’s organizational market coverage across Mexico, the United States, and Canada. The speaker frames it as a key growth area for the company and a place with strong attention on premium vehicles.
premium cars
"An extremely important market one that is extremely growing and we are working a lot here and we like a lot this part of the world because there is a lot of attention on our brand, on the premium cars."
“Premium cars” generally refers to higher-end vehicles from luxury brands, which often use higher-performance tire sizes and more specialized tire fitments. The segment ties Pirelli’s market focus to places where these vehicles are common, like Miami.
pink wrap
"Yeah, we saw actually a Maybach with a pink wrap at a hotel. I don't know, taste is subjective, but anyway."
A wrap is a colorful vinyl covering put on top of a car’s paint. It’s often used to change the look or protect the original paint.
A “wrap” is a vinyl film applied over a car’s paint for style changes, protection, or temporary branding. Mentioning a Maybach with a pink wrap highlights how visually customized premium cars are in the Miami scene.
Maybach
"Yeah, we saw actually a Maybach with a pink wrap at a hotel. I don't know, taste is subjective, but anyway."
Maybach is a very luxury Mercedes-Benz brand. They’re using it as an example of the kind of high-end cars you see around Miami.
Maybach is Mercedes-Benz’s ultra-luxury brand, known for high-end comfort and prestige. The speaker mentions seeing a Maybach with a pink wrap to illustrate the “fancy cars” vibe in Miami that aligns with Pirelli’s premium-car audience.
tires
"Yeah, you can ask Pirelli, Tires, even better. Yes, and we are here with Don, the tour, and we were driving the car here from the hotel to the stadium and we have actually a common thread through our career."
Tires are what connect the car to the road. They matter for safety and performance, and this episode is about Pirelli’s tire focus.
Tires are the only contact patch between a car and the road, so they strongly influence grip, ride comfort, and handling. The segment is specifically about tire expertise and why a tire company like Pirelli shows up at major events.
Formula One
"I know you're going to be here next month, actually, for Formula One and we know all the story about that, but why Pirelli at a... We are extremely excited that we will come back here for Formula One in a month, but let's talk about the tennis one second."
Formula One is the highest level of racing in the world. In F1, tires matter a lot because they affect grip, speed, and safety.
Formula One (F1) is the top tier of open-wheel motorsport, where tire choice and tire performance are critical to lap times and race strategy. Pirelli’s involvement is closely tied to how tires are developed and supplied for F1 competition.
Pirelli
"So tennis is an incredible platform and we decided to come here as a partner of the Miami Open and taking our brand and talking with the American consumer to show them what we are... When there is a speed, we are there and Pirelli is there."
Pirelli is a tire company. They make tires for regular cars and they also work with racing, where tire grip is a big deal.
Pirelli is a major tire manufacturer known for high-performance street tires and for supplying tires to top motorsport series like Formula One. In the segment, the CEO connects Pirelli’s brand presence to how tires influence performance and safety.
traction
"And the only thing that brings the power to the ground and control as well the vehicle are the tires... So you need good tires."
Traction is how well the tires can grip the road. More traction means the car can accelerate and turn without slipping as easily.
Traction is the tire’s ability to grip the road surface so the car can accelerate, brake, and corner effectively. The segment links traction directly to tires as the mechanism that converts power into controlled movement.
what tire to put in their cars
"So I mean, people should think what tire to put in their cars, even though they're not going to run in the Formula One race or anything. But why is that important?"
This points to tire choice as a practical decision for everyday drivers, not just race teams. The segment implies that selecting the right tire for local conditions (like rain and road surface) affects performance and safety.
rain
"And there is a matter of safety when it's raining, when there is a hot moment."
Rain changes tire behavior because water can reduce friction and create hydroplaning risk. That’s why tire tread design and compound matter for wet grip and stability.
temperature
"And so the tires are also something that change, considering the temperature, the situation of the day."
Tires work differently when it’s cold versus hot. The rubber needs the right temperature to grip well and last.
Tire performance depends on temperature because rubber compounds change grip as they heat up or cool down. Cold tires may not provide the same traction as warm ones, and hot conditions can affect wear and handling.
truck segment
"We are entering in, we just entered with new product on the truck segment, so with the XTM, the Scorpion XTM."
“Truck segment” means tires made for pickup trucks and similar vehicles. They’re built to handle more weight and tougher driving than many regular car tires.
“Truck segment” refers to tire categories built for light trucks, pickups, and related vehicles, which often require stronger sidewalls and tread designs for heavier loads. Tire sizing and construction are typically different from passenger-car tires.
SUV
"And also we are entering with new product on the passenger side and the light trucks and the SUV."
SUVs usually need tires that can handle their weight and higher ride height. The right SUV tire helps with grip and stability.
SUV tires are often designed for a mix of highway comfort and traction for heavier, higher-riding vehicles. They may prioritize stability, tread life, and wet/snow grip depending on the tire line.
millimeters
"[508.3s] Every little line that people don't, I mean, maybe millimeters. [511.3s] It can make a huge difference. [513.1s] Yes, it's a matter really of details."
They’re saying tiny measurements matter. A change of just a few millimeters in tire design can change how the tire grips and handles.
The speaker emphasizes that tire performance can hinge on very small dimensional differences—down to millimeters. That can affect tread geometry, contact patch shape, and how forces are transmitted to the road.
replacement line
"[525.6s] So year before starting and putting the product in the market, you start developing the product and even if it's a replacement line or if it's an original equipment line, [535.5s] you start many, many years earlier and you test and you develop the product"
“Replacement” means tires you buy to replace the ones on your car later. They’re made to work for many drivers and fit many applications.
A “replacement line” refers to tires sold for aftermarket use—replacing tires that wear out or get changed after purchase. These products still require development and testing, but the fitment and performance targets are often broader than OE.
OEMs
"[535.5s] So year before starting and putting the product in the market, you start developing the product and even if it's a replacement line or if it's an original equipment line, [535.5s] you start many, many years earlier and you test and you develop the product on one side together with the OEMs, with the car manufacturer,"
OEMs are Original Equipment Manufacturers—the car companies that build the vehicles. Tire makers often collaborate with OEMs so the tire matches the vehicle’s intended handling, comfort, and durability.
virtualization
"So we develop our product also thanks to a lot of virtualization. So we develop specific virtual tools and algorithms that allow us to predict what is going on."
They use computer simulations to test tire ideas before building real ones. That helps them learn faster and improve the design sooner.
They’re describing using computer-based simulation (virtualization) to speed up tire development. Instead of only relying on physical prototypes, they can model behavior and refine designs earlier in the process.
virtual tools and algorithms
"So we develop specific virtual tools and algorithms that allow us to predict what is going on. And so the speed that we can have on developing new product, new materials and having understanding as well the different situation that you can have when you're driving"
They use software and math models to guess how the tire will act in different situations. It’s like running “tests” on a computer first.
This refers to software models and mathematical methods used to predict tire performance under different driving conditions. In practice, these tools help estimate how a tire will behave without waiting for full physical testing cycles.
pre-tested also as a virtual
"can be tested and pre-tested also as a virtual with the schemes. So this is something we are working a lot, both in North America, in the air and the centers that we have in Rome, Georgia,"
They test tire behavior virtually before making real samples. That can save time and reduce trial-and-error.
They’re emphasizing virtual pre-testing—simulating tire behavior before physical validation. This can reduce development time and cost while improving the chances that prototypes meet targets.
North American market
"What makes the North American market so unique? What kind of, what are the differences you have to account for that you don't account for elsewhere?"
They’re saying tires aren’t “one size fits all.” In North America, buyers often care a lot about how long the tire lasts and what kind of performance they want.
They’re discussing how tire requirements differ by region, with North America having distinct consumer priorities. In this segment, they highlight mileage focus and seasonal/product expectations that drive different tire design choices.
mileage
"Here the consumers are looking for mileage, are looking for an old-season product and so are looking for different type of performances."
Mileage means how long the tire lasts. Tires built for longer life usually use materials and tread designs aimed at slowing wear.
“Mileage” here means tread life—how many miles a tire can cover before it wears out. Designing for mileage typically involves rubber compound and tread pattern choices that balance durability with grip.
Search and Development Center
"And this is the reason why we decided to open two air and the center, the Search and Development Center in North America. So one in Rome, Georgia, and one in Silao, one in Guadalupe, Mexico."
These are the company’s research and development sites where new tire designs are created. Being close to where tires are made helps them improve faster.
A tire company’s R&D centers are where new tire materials, tread designs, and testing programs are developed. Locating them near production helps shorten feedback loops between design and manufacturing.
reacting on what is going on
"We need to be fast. So the consumer and the demand is to be extremely fast on reacting on what is going on. And being near to that is fundamental."
They’re talking about being quick to respond to what’s happening in the market. For tires, that usually means updating designs as needs change.
They’re describing rapid responsiveness to changing conditions—likely including consumer demand, vehicle trends, and performance requirements. In tire development, this often means faster iteration cycles and quicker validation.
electric cars
"Even though that right now the sentiment for electric cars from the government or from politics is not like 100% good, but the tires is already, you're developing tires for electric cars that are very, very different from regular cars."
They’re saying tires are being developed for electric cars already. EVs can stress tires differently than gas cars, so the tire design has to account for that.
They note that despite mixed political sentiment, tire development is already adapting for electric vehicles (EVs). EVs can impose different loads and performance priorities (like efficiency and torque demands), which affects tire design.
tread pattern
"If it's a later vehicle, you need to have specific materials inside, specific design of the tread pattern."
The tread pattern is the pattern on the tire that contacts the road. It helps with grip and also affects how loud the tire is.
The tread pattern is the shape of the grooves and blocks on the tire’s surface. It affects traction (especially in wet conditions), rolling resistance, and how the tire generates noise.
the tire is the only thing that touched the ground
"Like, wow, they built that for a tire in the development because there's so much, as you said, a millimeter can be changed. We said one thing at the beginning of our conversation that the tire is the only thing that touched the ground."
The tires are the only part of the car that actually touches the road. That means they control grip, braking feel, comfort, and how loud the car is.
This emphasizes that tires are the sole contact patch between the vehicle and the road. Because of that, tire choice affects traction, braking, ride comfort, noise, and even efficiency—everything that depends on how the car interacts with the surface.
light truck business
"We want to be everywhere and there is a consumer, a premium consumer that wants to have the best quality, the best performances and a lot of consumers in the light truck business want that. SUV drivers and all the other light truck drivers, they want to have performances as well."
“Light truck” typically refers to vehicles like pickups and SUVs that are classified differently than passenger cars, and they often have distinct tire fitments and demand patterns. In North America, light trucks are a major volume segment, so tire makers compete heavily here for both original equipment and replacement sales.
Bridgestone
"Tier 1 is a top manufacturer. It's the Bridgestone. The Big Guys. The Major League."
Bridgestone is a major tire brand. When the speaker says it’s an example of “Tier 1,” they mean it’s one of the biggest companies with strong market presence.
Bridgestone is one of the world’s largest tire manufacturers and is commonly cited as a “Tier 1” player in the tire business. Mentioning Bridgestone here helps listeners understand the scale and market position the speaker is referring to when they say Tier 1.
18 inches up market
"But we see a Tier 1 market that is growing. And as well an 18 inches up market that is always growing."
This means cars with bigger wheels—18 inches and larger. Those cars are often more premium, so tire demand in those sizes can grow even when other segments slow down.
“18 inches up” refers to larger wheel/tire fitments (commonly 18-inch and above). Larger wheels are often associated with higher trim levels and more premium vehicle segments, which can drive demand for specific tire sizes and constructions.
Formula 1
"And maybe in 20 days we'll be here for the Formula 1. What do you think? I'm in."
Formula 1 is the highest level of car racing. The cars are very specialized race machines, and the races happen on tracks around the world.
Formula 1 (F1) is the top tier of open-wheel motorsport, run by the FIA. It features purpose-built race cars with strict technical rules and races across the world, including street circuits and permanent tracks.
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