Vredestein powers Apollo Tyres’ growth in Europe

Vredestein, the Dutch tyre brand which became part of Apollo Tyres in 2009, is helping give the Indian tyre major a new charge in the European market.

Apollo Vredestein, the premium European brand of Apollo Tyres, has played a significant part, over the last six years, in the latter’s European growth at 10-11 percent, twice the segment’s rate. Ambitious expansion plans pushed Apollo to be the first Indian tyre company to look outside of India with its first acquisition in 2006

UK Country Manager Naylor says: “Since my arrival here just over a year ago it’s been easy to see the pace of change within the organisation, the level of ambition and the investments being made to achieve significant growth in the European market. These are the downstream results of Apollo Tyres’ global strategy.” 

Vredestein’s presence largely contributes to its parent company’s 2.6-2.7 percent market share and 8-9 percent growth in the European aftermarket sector; it will add further impetus now that the premium tyre range has also been chosen as OE fitment to select Volkswagen Group passenger vehicles.

Naylor adds: “As well as the Hungary factory going live and Vredestein becoming an OE brand, numerous other areas of infrastructure within the business have seen investment for the immediate and long-term future, all of which will have an impact on UK operations where, as much as any other European country, we are challenged with a flat, mature and oversaturated market.”

Having market-leading product quality and performance, being able to manufacture efficiently and deliver tyres to markets at competitive prices, working as business partners with distributors in all sales channels to ensure product accessibility, and establishing compelling marketing arguments about Apollo Vredestein to attract targeted consumers are all, according to Naylor, “a significant but attainable challenge, with the necessary investments being available, and the right strategic approach at all levels – global, European and country.”

Apollo Vredestein designs, manufactures and sells seven million tyres each year for passenger cars, two-wheelers and commercial vans, as well as a range of agricultural and industrial tyres through its locations in Europe and the USA.