Vredestein partners Mansory to promote #RockTheRoad campaign at IAA

Apollo Vredestein is sharing a joint IAA stand with Mansory, a German luxury car ‘tuner’. According to the companies, the stand will showcase several new and unique Mansory creations equipped with Vredestein tyres. In addition, the IAA will mark the starting point of #RockTheRoad.

Founded in 1989, Mansory’s focus has been to refine luxury cars like Rolls-Royce, Bentley and Aston Martin. With hand crafting and sophisticated technology as core values, the company has seen incredible growth.

On 8 September, Ibiza, Spain, was the stage for the launch of #RockTheRoad. At the time, Vredestein announced its cooperation with DJ Hardwell, twice voted the world’s best DJ, and the Spanish racing development driver, Carmen Jordá. Together, they will combine the dynamic Vredestein driving experience with the lively beats of DJ Hardwell, to create a unique track inspired by the driving skills of Jordá.

Vredestein describes #RockTheRoad as “the biggest online campaign in the history of brand Vredestein”. “This campaign is introducing a new brand positioning for Vredestein,” explained Marco Paracciani, chief marketing officer, Apollo Tyres Ltd,. “We are focusing on a younger audience…”.