Vitora tyre brand “growing fast”

Distributed in the UK by Traxx Tyres, Vitora is a relatively new tyre brand. At The Tire Cologne we caught up with Luke Bedford, who is in charge of international sales for Vitora, and he filled us in on what’s been happening since the brand was established two years ago.

From its headquarters in Australia, Vitora has built up a range of passenger, performance, SUV, 4WD and light van tyres. Bedford stresses that all product lines are manufactured using Vitora’s own moulds and are therefore exclusive products. “We’re a private brand and we want to offer exclusivity, and this provides our customers with better margins.”

To protect the brand’s exclusivity, Vitora tyres aren’t available online, nor are they supplied through large-scale distributors. “Very few brands here offer the protection we do,” comments Bedford. “And to further assist independent dealers, we can also help them establish an online presence.”

At the moment, around 275,000 Vitora tyres are sold around the world each year, however Bedford points out that the brand is “growing fast.”