Vredestein brand debuts in India

In a move intended to further strengthen its product offering at home, Apollo Tyres Ltd. has launched its 2009-aquired Vredestein marque in India. Products sold in India bearing this long-established European brand name will be manufactured locally, and Apollo Tyres is initially offering a line-up of car and SUV tyres that will “cater to the premium and luxury segment” as well as motorcycle tyres for the “growing superbiking segment in India.”

The Vredestein passenger vehicle range covers sizes for 15- to 20-inch rim diameters. With the Vredestein Ultrac Vorti, the tyre maker is targeting drivers of premium luxury saloons and SUVs from carmakers such as Mercedes-Benz, BMW, Audi, Land Rover and Volvo. It also offers the Vredestein Ultrac and positions this within the premium hatchback and saloon market, naming the Honda City, Maruti Suzuki Ciaz and Baleno as target fitments. The Vredestein two-wheeler tyre range includes the Centauro NS and ST, products aimed at the super sport motorcycle segment.

A domestic international brand

Commenting on the launch of Vredestein brand in India, Neeraj Kanwar, vice-chairman and managing director of 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+ years 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 Vredestein passenger vehicle range is influenced by renowned automotive designer Giorgetto Giugiaro, while the two-wheeler range has been designed by Italian design house Frascoli Design. The line-up for India has been tested at major tracks in Europe and India and includes products that have achieved podium finishes in various automotive magazine tests in Europe and the US.

Apollo sales & service network a distinct advantage

Speaking at the launch, Satish Sharma, president, of Apollo Tyres’ Asia Pacific, Middle East and Africa (APMEA) region, said: “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 Vredestein brand of tyres into India for the 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 initially sell Vredestein products through its existing network of business partners, especially premium tier 1 counters, but going forward may consider setting up specialist counters for the Vredestein brand. The company views this access to “the trained and robust sales and service network of Apollo Tyres across the country” as a “distinct advantage” to Vredestein as a newcomer to India.

Vredestein has traditionally operated in the replacement market, primarily in Europe and the USA, but European OEMs including VW, Seat and Ford have recently begun fitting the brand to their vehicles. Apollo Tyres anticipates that the brand’s rollout in India will follow a similar trajectory, commencing in the replacement market and later transitioning to the original equipment segment thanks to a leveraging of the tyre maker’s association with global OEMs.

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