Business within the European retreading market is being subjected to centrifugal forces. While the tyre majors who supplement their new tyre portfolios with mould cure retreaded lines increasingly monopolise the growing premium segment, the budget segment is also enjoying growing attention. Competition is stiff in both segments and mid-range suppliers find themselves under increasing pressure, and as a consequence are striving to reposition and – particularly on the flanks of their markets – more broadly position themselves. The latest company to introduce a clear multi-brand strategy is Bridgestone Bandag. Its “premium Bandag retreading brand” will retain its strong position at the upper end of the market, and has been joined by a new product line for the budget market: “Protread by Bandag”. Speaking with Tyres & Accessories, the company outlines its plans and motivations.