Apollo Tires presents the Vredestein brand in India, Marketing & Advertising News, AND BrandEquity



Further strengthening its product offering in the Indian market, Apollo Tires introduced its European tire brand Vredestein to the country to cater for the premium car and superbike segments.

The local tire giant is targeting around 30 percent market share in the segment over the next two years with the Vredestein range reportedly produced locally from the company’s factories in Tamil Nadu and Andhra Pradesh.

The company would initially sell the Vredestein brand of tires on the replacement market. At a later stage, the company could leverage its association with global OEMs to offer Vredestein ultra high performance tires as original equipment.

“The performance segment of cars and motorcycles is growing in importance and we believe it is the right time for us to introduce the brand to the country,” said Apollo Tires Asia Pacific President. , Middle East and Africa (APMEA), Satish Sharma. PTI in an interaction.

Tire import restrictions also provided a strong business case for the company to introduce the Vredestein brand of tires in India for high-end cars and motorcycles, he added.

Asked about the new range’s business aspirations, he said: “We really hope the brand catches the imagination of this market segment. We hope to achieve a 30% market share in the segment within 1.5 to two years. “

Apollo Tires had acquired Dutch company Vredestein Banden BV (VBBV) for an undisclosed amount in 2009 from the largest bankrupt Russian tire manufacturer Amtel-Vredestein NV.

The company briefly introduced Vredestein tires to the Indian market in 2013 as a pilot project. However, after evaluating the response at that time, the company postponed launch plans.

Sharma said the tire line has been specially tailored to Indian road conditions and will offer better prices and better quality than tires imported by various segment players.

The Vredestein brand is said to offer tire sizes of 15 to 20 inches in the passenger vehicle segment.

While Vredestein Ultrac Vorti would deal with high-end luxury sedans like Mercedes, BMW, Audi, Land Rover and Volvo, Vredestein Ultrac would offer tires for high-end sedans and sedans like Honda City, Maruti Suzuki Ciaz and Baleno .

The two-wheeler tires from Vredestein, Centauro NS and ST, will fit the entire range of sport touring and super sport motorcycles like BMW, Ducati, Aprilia, Triumph, Kawasaki, Suzuki, Honda and Yamaha.

Sharma said the company would offer the new lineup in 18 cities to begin with and then expand to around 25 locations nationwide.

“We are going to have very limited business partners. We are looking for people who are currently dealing with imported tires,” he added.

In the future, the company may consider creating specialist counters for the Vredestein brand, Sharma said.

Founded in the Netherlands in 1909, Vredestein operates in the replacement market primarily in Europe and the United States.

Recently, the company started supplying Vredestein tires to European OEMs like Audi, VW, SEAT and Ford.

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