iStockVredestein The brand offers tire sizes for passengers from 15 to 20 sizes.

To further strengthen its product offerings in the Indian market, Apollo Tyres has launched its European tire brand in India to cater to the premium car and superbike markets.

-The growing tire giant aims to capture approximately 30% of the market segment in the next two years based on market share through its Vredestein range of products, which will be locally manufactured at its plants in Tamil Nadu and Andhra Pradesh.

The company will initially sell tires under the Vredestein brand in alternative markets. At a later stage, the company can also leverage its partnerships with global OEMs to offer Vredestein ultra-high performance tires as original equipment.

“There is a growing interest in the high performance segment of cars and bikes and we believe that now is the best time to launch the brand in the country.” Asia Pacific, Middle East and Africa (APMEA) Satish Sharma, President, Apollo Tyres (APMEA), told PTI in a conversation.

He further added that restrictions on tire imports have led the company to introduce Vredestein brand tires in India for luxury cars and motorcycles.

When asked about the sales expectations of the new range, he said, “We really want the brand to spark the imagination of the segment and hope to capture 30% market share of the segment in 1.5-2 years.”

Apollo Tyres acquired a Dutch company. Vredestein Banden BV (VBBV) from bankrupt Amtel-Vredestein NV, Russia’s largest tire maker, for an undisclosed sum in 2009.

The company briefly introduced Vredestein tires to the Indian market as a pilot project in 2013. However, after evaluating the response at the time, the company delayed the launch program.

Sharma said that the tire range is specifically tailored for Indian road conditions and will offer better pricing and quality than tires imported from India.

The Vredestein brand will offer 155 brands to 20 sizes of tire sizes for the passenger car segment.

Vredestein Ultrac Vorti will supply tires for high-end luxury cars such as Mercedes, BMW, Audi, Land Rover and Volvo, while Vredestein Honda City, Maruti Suzuki high-end hatchbacks and cars such as the Ciaz and Baleno.

Vredestein, Centauro NS and ST BMW for two-wheeler tires, Ducati, Aprilia, Triumph, Kawasaki, Suzuki, Honda and Yamaha all sport touring and supersport motorcycles.

Sharma The company said it will offer the new product line to urban consumers, as indicated by the age of 18. Initially, it is expanding to 25 branches across the country.

“We are currently looking for partners in the imported tire business.”

Sharma said the company may consider installing a counter for the Vredestein brand in the future.

Founded in 1909 in the Netherlands, founder Vredestein operates primarily in alternative markets in Europe and the United States.

Recently, the company began supplying Wredestein tires to European OEMs such as Audi, Volkswagen, Seat and Ford. /blood