Apollo Tyres launches premium Vredestein brand in India

Strengthening its product offering in India, Apollo Tyres has launched the premium European brand, Vredestein, which it acquired in 2009, in the country. Vredestein tyres will be manufactured at Apollo’s state-of-the-art facilities in India, and will cater to the premium and luxury segment in passenger cars, while the two-wheeler tyres from the brand would cater to the growing superbiking segment in India.

Vredestein, which is known for its high-quality tyres, will be launched in the 15- to 20-inch size for the passenger vehicle segment. While Vredestein Ultrac Vorti will cater to premium luxury sedans from Mercedes-Benz, BMW, Audi, Land Rover and Volvo, the Vredestein Ultrac would aim to be shod on premium hatchback and sedans like Honda City, Maruti Ciaz and Baleno. Vredestien two-wheeler tyres – Centauro NS and ST – will cater to the entire sport touring and super sports range of motorcycles from BMW Motorrad, Ducati, Aprilia, Triumph, Kawasaki, Suzuki, Honda and Yamaha.

Commenting on the launch of Vredestein brand in India, Neeraj Kanwar, Vice-Chairman and Managing Director, Apollo Tyres said, “India has been witnessing a high growth in the premium and luxury segment of cars, and also in the superbiking segment. This has prompted us to introduce this 100-plus-year-old brand, Vredestein for the Indian customers. Vredestein is synonymous with premium styling and ultra high performance, which are the two most important factors considered by owners of luxury cars and superbikes. I am confident that, with Vredestein, a domestic international brand, we will become the dominant player in the luxury segment in India.”

The passenger vehicle range from Vredestein carries a signature touch of renowned automobile designer, Giorgetto Giugiaro, while the two-wheeler range has been designed by the famous Italian design house, Frascoli Design. Apollo says the tyres being introduced in the Indian market have been tested across major tracks in Europe and India.

Satish Sharma, President, Asia Pacific, Middle East and Africa (APMEA), Apollo Tyres commented: “The introduction of Vredestein brand will definitely strengthen our offerings in the passenger vehicle and two-wheeler segments in India. The import restrictions on tyres imposed by the Indian government recently had made a strong business case for us to bring in the Vredestein brand of tyres into India for high-end cars and motorcycles. Our R&D teams have customised these tyres to provide the best safety and driving experience for the Indian conditions.”

Apollo Tyres will use its existing network of business partners, especially premium Tier I counters, to sell the Vredestein brand of tyres. Going forward, the company may consider setting up specialist counters for the Vredestein brand. As a new market entrant into India, Vredestein benefits from access to Apollo Tyres’ trained and robust sales and service network across the country.

Vredestein has been operating in the replacement market primarily in Europe and the US markets. Recently, the company started supplying Vredesteintyres to European OEs like Audi, VW, SEAT and Ford. Similarly in India, Apollo Tyres will sell Vredestein tyres in the replacement market initially nd will also leverage its association with global OEMs to have Vredestein ultra-high performance tyres as OE fitment.