Apollo Tyres-owned Amsterdam, Netherland-based Vredestein Tyres may be a relatively new, premium tyre brand in India, but its expansion and technological advancements in the SUV tyre market is once again in the news. The tyre maker is focusing on import substitution, particularly on larger sizes like 21-22 inches for premium SUVs.
The expansion seems to be driven by the increasing popularity of SUVs, including electric vehicles (EVs), and the demand for high-performance tyres to match these powerful vehicles.
Launching larger tyre sizes, such as 21-22 inches, is seen as a significant step forward in catering to the needs of premium SUV owners who had to often depend on imported tyres that were usually offered without warranties. Moreover, Government of India had severely curtailed the import of tyres in 2020.
Rajesh Dahiya, Vice President, Sales and Service, Apollo Tyres Ltd said “With the ‘YOLO’ generation driving the growth in the premium and luxury SUV segment in India, this is right time for us to expand the Vredestein range catering to these segments. The designer and ultra-high performance tyres from Vredestein will accentuate the vehicle’s appearance, which is considered as an extension of the lifestyle of the young professionals.”
However, larger tyres are generally associated with engineering challenges and require advanced technology for manufacturing, testing, and meeting global standards.
By offering these larger sizes through organised retail channels with warranty and after-sales support, the company aims to differentiate itself from competitors who might not provide such services for similar tyre sizes available in the market.
The company tested these tyres against exacting speed and noise standards, and over 500 combinations of carbon black and silica combinations were formulated and tested to ensure the tyres performed flawlessly in extreme cold or hot regions. The company shortlisted 6 compound combinations and 5 tread patterns for these tyres. Durability, rolling resistance and wet grip were also tested.
The company will offer warranty and replacement at its retail outlets. Meanwhile, the company has also introduced upsized Pinza H/T tyres in its 17-18 inches portfolio for better performance.