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2019 Newsmakers: Apollo Vredestein

Apollo Vredestein launched its UHP winter product, the Vredestein Wintrac Pro, and all-weather UHP product, the Vredestein Quatrac Pro, in 2019. Find out what’s in store for 2020.


Tire Review is showcasing 2019 “Newsmakers” — companies that have made headlines in the past year with tire-related news about new technology, plant openings, marketing initiatives, dealer program updates, product launches and more — that made the list as determined by top engagement on tirereview.comAfter a brief overview of each Newsmakers’ newsworthy item(s), you’ll find a company executive’s answer to this question: What can dealers expect from your company in 2020, highlighting key dealer-focused initiatives, programs and events?

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News in 2019

Apollo Vredestein launched its UHP winter product, the Vredestein Wintrac Pro, and all-weather UHP product, the Vredestein Quatrac Pro, and followed up that launch with an all-weather tire marketing campaign in collaboration with the company’s dealer network. Its two new products also received high remarks in Tire Rack, Consumer Reports and other European tests this year.  


Abhishek Bisht, Global Head, New Markets and Channels:

“With 110 years of European heritage, 2020 will be a milestone year for Vredestein in North America. In 2016, North America was identified as a home market by the company’s management – a home market is where the company eyes a manufacturing facility in the medium to long term. There began a journey to design, and develop 8 product lines with over 300 sizes ‘Tailor-Made for America roads’.

“When we developed our new tire lines for North America, we spoke to people who drive the real roads, day in and day out. The result is a range that’s being tried, tested and refined for and by North American roads.


“2019 has been a phenomenal year for Vredestein, with its two newest product lines Quatrac Pro (UHP All Weather) and Wintrac Pro (UHP Winter) achieving podium position in various test results i.e Tire Rack, Consumer Reports and other European tests. The brand also topped a satisfaction survey of ‘Most and Least satisfying tire brands’ by Consumer Reports. In 2020 Vredestein will be introducing 4 new product lines:

  1. Ultra high-performance all-season
  2. High performance all season for cars and crossovers
  3. All-terrain for 4×4’s and SUV’s
  4. Highway terrain for 4×4’s and SUV’s

“With 150 sizes these products will challenge the best in their segments on performance.


“With these introductions, the brand portfolio will cover Winter, All-Weather, All-Season, UHP Summer across cars, crossovers, SUV’s, and 4×4’s.  With over 550 sizes, 70% are larger than 17 inches.

“A best in class product must be backed by best in class profitability. The brand values its customers as partners and believes in the philosophy of ‘profitable growth’. Profitability in our eyes is driven by a.) Best in class products b.) Exclusivity in distribution c.) Simple and clean commercial policy and c.) Collaborative marketing. Is seldom that we can expect highest benchmark of profitability on T1er 1 products – the Vredestein brand beats that trend.


“A simple, clean and transparent commercial policy challenges the status quo of how business has been done in the tire industry for decades – there are no backend deals no specials and customers and not left guessing.

“In 2020 we plan to expand our marketing efforts in order to drive business to our customers through continued innovative and collaborative marketing, as we increase recognition of the Vredestein brand.”

For more of Tire Review’s 2019 Newsmakers, click here.

Check out the rest of the December digital edition of Tire Review here.

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