For the second year in a row, Pirelli Tire North America made an appearance at the New York Auto Show where the Italian tire manufacturer clinched the JD Power and Associates award for highest original equipment tire customer satisfaction in the truck/ utility category.

The ID Agency executed two media programs during the press portion of the auto show; the first featured a roundtable lunch connecting top editors from Source Interlink and high-level executives from Pirelli. The second was an intimate lifestyle blogger outreach that included a tour of the auto show floor highlighting various original equipment fitments and Pirelli’s growth in the North American market.

In addition to the JD Power and Associates award, Pirelli also announced new O.E. fitments for the 2013 Lincoln MKZ and 2013 Cadillac CTS last week. This follows on the heels of Ferrari, Lamborghini and Maserati announcements made at the Geneva Motor Show in early March. Pirelli continues to expand its range with the addition of the Sottozero Serie 3, an ultra-high performance winter tire for premium segment cars with medium to high engine capacity.

The ID Agency paid our friends over at Alpinestars a visit Saturday night  to show support and also enjoy some racing at their F1 Night with Alpinestars event. The event was hosted at the Alpinestars headquarters in Torrance, CA and had a great turnout.

It was an exciting night watching the kick-off of the 2013 Formula 1 season. The Australian GP was projected on their 26-foot outdoor projection screen. The parking lot was alive with F1 fanatics, some of Alpinestars sponsored vehicles, vendor booths, food trucks, cheers and an overall atmosphere of love for all things automotive.

Check out our recap from the night: