Vendetta Tyres prepares for wider European launch

If the team behind the “Vendetta Tyres“ brand had its way, deliveries to a large chunk of the European tyre market would have already got underway during the course of this year. Yet, as Laree Jane notes, success in Europe involves building up both a new brand and customer relationships, and the director of Melbourne, Australia-based Vendetta International Pty. Ltd is confident of achieving this soon. Sales of Vendetta tyres began last year in the Australian home market and the brand will shortly be present in Canada, Argentina and Ireland, Vendetta’s first market in Europe. Vendetta International now has its eyes on entering further replacement markets; the company is seeking agencies in the UK and other European countries. Speaking with Tyres & Accessories, Laree Jane explained the company’s plans for Europe and what Vendetta International has to offer.

While Vendetta International and its new brand are still relatively unknown in Europe, the company was able to draw on strong public awareness and an established presence upon launching Vendetta in its home market. Laree Jane’s husband and business partner, Bob Jane, first shot to fame in Australia as a race driver and won a number of titles in the 1960s and 70s including the world-famous Bathurst race. Later he became a household name through the establishment of the “Bob Jane T-Marts” fast-fit tyre network in 1965. Over the following decades T-Marts enjoyed tremendous growth and currently more than 130 outlets operate throughout Australia; Bob Jane told Tyres & Accessories with a touch of pride that every fifth tyre in the Australian replacement market is sold through a Bob Jane T-Marts centre.

While T-Marts specialises in the sale of premium products, the Vendetta brand is positioned more towards the value-for-money and budget segment. According to Bob Jane, the brand will be marketed in Australia through a new online portal – Webtyre.net. The online shop promises to “bring the lowest possible prices and quality products to consumers“ and beat any price for the same product (in Australia) by five per cent.

When it comes to potential partners in Europe, Vendetta International director Laree Jane says the company is seeking well-known, reliable wholesalers that can organise and take responsibility for reselling within their region. Vendetta International is looking for “strategic and exclusive partnerships” around the world. When Tyres & Accessories spoke with Laree Jane at September’s China International Tire Expo (CITEXPO) in Shanghai – the first-ever show where Vendetta Tyres has exhibited – she shared that the company had made some very promising first contacts.

A prominent stand position and the product range on display no doubt helped there a great deal. In addition to Vendetta-brand alloy wheels, which admittedly are only sold in Australia at present, the modern Vendetta tyre tread patterns proved to be absolute head-turners. Currently two tyre tread patterns belong to the Vendetta portfolio: “Vendetta Velocity” and “Vendetta Vanquish”. While the first of these covers demand in the standard tyre segment and is available in 15 and 16-inch sizes, the second is aimed at the high performance and ultra high performance segments. Vanquish tyres are thus produced in sizes between 17 and 19-inch, with XL versions available. The tyres are, incidentally, produced in China by the Shandong Yongtai Chemical Group, which also produces and markets several other private brands sold in Europe. Naturally, all Vendetta tyres are E and S mark compliant and are also available to conform with REACH requirements. In the future the company is confident of good results for itself and its agents.