Pirelli will be introducing two new “green” tires along with add-ons to its existing lines at this week’s Specialty Equipment Market Association (SEMA) Show in Las Vegas. The company will also be displaying an array of eye-catching custom vehicles equipped with its tires.

“Pirelli’s green performance strategy translates into new products and new production systems with reduced environmental impact and low energy consumption – all while focusing on quality and added safety,” says Rafael Navarro III, director of communications and motorsports.

“Investments in technology and innovation run parallel to ambitious objectives, such as pushing the green proportion of our tires from the current 20 percent to 40 percent by 2011, as well as offering mobility that joins added safety and performance to environmental sustainability,” he adds.

Navarro notes that Pirelli’s eco-sustainability strategy resulted in a lowering of factory water consumption levels by 12.7 percent and energy use by 9.2 percent; both its CO2 and NOx emissions were down by 8.9 percent and 14.9 percent respectively over the last four years.

The company’s new Scorpion Verde All Season tire has been designed specifically for SUVs, crossovers and light trucks. It offers drivers increased performance in wet braking, dry handling, wet handling and snow traction while reducing aquaplaning, he says. In addition, through decreased rolling resistance and an 8 percent reduction in weight, it lowers CO2 emissions.

According to Navarro, the tire’s “cutting edge compounds helps deliver longer tread life for consumers. This means improved wear uniformity, which equals higher mileage and a stable footprint for the consumer.”

The new P Zero Trofeo is a DOT street legal race tire that gives enthusiasts a wider contact patch and greater rigidity and stability during acceleration and braking, as well as the peace of mind of having a constant and consistent footprint area at high speeds, he says. “Trofeo is manufactured using state-of-the-art innovations in technology and materials that give racers the ability win on-track and drive on-road.”

The ultra-high performance P Zero Nero line will grow with a new fitment for high performance luxury vehicles. “It is a winning combination of enhanced driving enjoyment, precise cornering, excellent grip – even at the limit – and high resistance to aquaplaning,” says Navarro. “The P Zero Nero has been specifically designed for ‘soft’ and ‘hard’ tuning, and is ideal for tire and wheel conversions.” The new size is 315/25R23 102Y XL

The P Zero Run Flat now has sizes of 285/35ZR19 (99 Y) and 245/40ZR18 93Y. “A combination of technological features eliminates the previously unavoidable compromises associated with extreme driving: Performance and comfort, acceleration and braking, in both wet and dry,” he reports.

Specifically designed to enhance the low temperature performance of fast, luxury SUVs, the Scorpion Ice & Snow tire “is the ideal solution to ensure maximum mobility,” notes Navarro. “Like all Scorpion products, safety and comfort are prioritized in the tire design, and full control is assured even under the most demanding conditions.” The new sizes are 245/55R18 103H and 245/50R19 105V XL.

SEMA attendees passing by the Pirelli booth can see the Pagani Automobili Zonda R, designed to deliver a power-to-weight ratio of 701 horsepower per ton, which will catapult the few who experience its prodigious power from 0-60 in a scant 2.7 seconds, according to Navarro. P Zeros are “connecting all that power to the ground” as original equipment.

The Volkswagen Touareg may be an SUV, but it runs on ultra-low sulfur diesel, Navarro explains “That means it has 97 percent less sulfur content, radically reducing emissions. With 225 horsepower and 406 pound feet of torque, the Touareg’s Scorpion Verde All Season tires put all that power to the ground with an eye towards green performance,” he says.

Chip Foose and his company, Foose Design, are synonymous with the best of American automotive culture, hot-rodding and muscle machines, Navarro observes. This year, Foose brings his Terracuda to the Pirelli booth. Its custom frame was designed by Foose and built by Art Carr. “Chip has redesigned the Mopar in almost every conceivable way – and left no body panel untouched. Terracuda’s 392ci Mopar crate engine is mated to a Tremec 5-speed transmission and a Ford 9-inch rear end. The custom leather interior features touches of Ferrari and carbon fiber. Foose-designed wheels adorn the car and are wrapped in proper Pirelli rubber,” he notes.

“Fans of the new 2010 Chevrolet Camaro and the blockbuster cinematic action hit ‘Transformers’ movies can now combine their love of the car and the films with the Bumble Bee Edition Camaro RS, direct from the Transformers movie set in Hollywood, Calif.”

An evolution of retro – the Spade Creations Mustang GT “favors the hardware of hardcore drift cars, the aggressive style of Ford’s iconic pony car, and the environmental responsibility of a flex-fuel power plant. The Mustang rides on an aggressive 24-inch wheel fitment with low-profile and super-wide Pirelli tires. A race-tuned coilover suspension helps put the flex-fueled E-85, force inducted, water/methanol injected fire-breathing engine power to the ground,” Navarro continues.

“Troy Bayliss is a Ducati legend,” he declares. In celebration of his victory in the 2008 World Superbike Championship aboard the 1098 R, and the end of a career that proudly claims three World Championships aboard three generations of Ducati Superbike, the factory has constructed a 1098 R Bayliss Limited Edition.

“Enjoying exactly the same high specification as the standard R model, the 1098 R Bayliss Limited Edition has a special color scheme designed by Aldo Drudi and approved by Troy Bayliss himself, and will be on display in the Pirelli booth all week at SEMA,” Navarro reports.

For more information, visit www.us.pirelli.com.