Vredestein has sights on OE market

At the opening of a new mixer at its factory in Enschede, The Netherlands last week, Apollo Tyres chairman Onkar Kanwar stated that marketing will be the driver of the company’s planned growth in Europe and he spoke of the “big challenges” awaiting Apollo Vredestein director of marketing Jaap van Wessum and his team. A week later, van Wessum further expounded upon Apollo Vredestein’s strategy for Europe at the Geneva Motor Show.

According to the director of marketing, an important component of Apollo Vredestein’s future growth involves taking the Vredestein brand beyond the replacement market where it has traditionally been positioned and gaining a foothold in the original equipment segment. Van Wessum stressed however that the Apollo brand will remain the company’s global original equipment brand, and care would be taken to position both brands at the right level in the original equipment market.