TLDR: Pirelli has made history by becoming the first tyre manufacturer to win the prestigious ADI International Compasso d’Oro Award for its P Zero E tyre. Recognized in the Design for Mobility category during the 70th-anniversary ceremony at Expo 2025 in Osaka, Japan, the P Zero E is lauded for its groundbreaking use of over 55% recycled and bio-based materials, triple ‘A’ European label rating, and integration of advanced technologies like Elect and RunForward. Its development leveraged artificial intelligence, marking a significant stride in sustainable and high-performance mobility.
Milan, Italy – September 5, 2025 – Pirelli has achieved a landmark victory in industrial design, with its P Zero E tyre being awarded the coveted ADI International Compasso d’Oro Award. This marks the first time in the 70-year history of the prestigious prize, established in 1954, that a tyre has received such recognition. The award ceremony took place during a special international edition of the Compasso d’Oro Awards at Expo 2025 in Osaka, Japan, where the P Zero E was honored in the ‘Design for Mobility’ category.
The P Zero E’s triumph aligns perfectly with Expo 2025’s theme, ‘Designing Future Society for Our Lives,’ specifically under the ‘Connecting Lives’ pillar. This category celebrates products that combine advanced technology with a reduced environmental footprint, a philosophy embodied by Pirelli’s innovative tyre. A key highlight of the P Zero E is its composition: it is the world’s first ultra-high-performance tyre to incorporate more than 55% recycled and bio-based materials, setting a new benchmark for circular economy principles in the automotive industry without compromising safety or performance.
Demonstrating its balanced capabilities, the P Zero E has achieved a rare triple ‘A’ rating on the European tyre label for wet grip, rolling resistance, and external noise. This exceptional performance makes it particularly well-suited for electric and plug-in hybrid vehicles. The tyre integrates Pirelli’s cutting-edge ‘Elect’ technology, which can extend a vehicle’s range by up to 10%, and the ‘RunForward’ system, enabling drivers to continue their journey safely even after a puncture.
Piero Misani, Executive Vice President and Chief Technical Officer at Pirelli, emphasized the significance of this achievement, stating, “This prestigious recognition celebrates Pirelli’s design excellence and the innovative scope of products like P Zero E, confirming the role of research and development as a driver of progress and sustainability.” He further highlighted the company’s commitment to innovation, noting, “We continue to invest in R&D, applying new materials and artificial intelligence, to create the technologies of the future.” Indeed, the P Zero E was developed using artificial intelligence and data-driven engineering across Pirelli’s global R&D network, underscoring the pivotal role of advanced computational methods in modern tyre design.
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This latest accolade follows the P Zero E’s recognition as ‘Tyre of the Year’ at the 2023 Automobile Club de France Awards. The tyre will be showcased in the Italian Pavilion at Expo 2025 Osaka and will subsequently join the permanent collection of the ADI Design Museum in Milan, cementing its place in design history. This award further solidifies Pirelli’s long-standing relationship with the Compasso d’Oro, which has previously acknowledged the company’s contributions to industrial and graphic design, reinforcing its position as a leader at the nexus of technology, sustainability, and design.
