During Apollo Tyres’s recent celebration of 25 years of Traxion agricultural tyre technology, Europe president Benoit Rivallant set an ambitious target of growing the company’s off-highway tyre (OHT) revenue by 50 per cent. In Europe, 16 per cent of total revenue originates from the off-highway tyre sector. This compares with 63 per cent from passenger car tyres, 12 per cent from truck and bus tyres, 8 per cent from spare tyres, 1 per cent from bicycle tyres and 1 per cent from other products. In other words, the 16 per cent originating from off-highway tyre sales is a strategically important figure, 92 per cent of which comes from the agricultural sub-segment. Tyres & Accessories took time out with the company’s European head in order to find out more about how executives plan to achieve such ambitious targets in the context of a broadly challenging tyre market environment.