Do you know Vredestein? European tire brand rolls into US market

Netherlands-based company comes with 111 years of history

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Vredestein
Vredestein enters the North American tire market with more than a century of tire-producing history | Vredestein photos

Calling itself “the legendary tire brand you’ve never heard of,” Vredestein Tires recently launched a “full produce offensive” in the North American automotive marketplace.

With North American headquarters in Atlanta, the company says it will offer a full range of tire lines “explicitly designed and developed in North America.”

The launch begins with all-season, all-weather, winter and truck/all-terrain tires as well as a complete lineup of ultra-high-performance tires, the company said. The truck/SUV-specific tires mark a new category for the company.

Vredestein showcases its lineup at the Willow Springs race track in California

In North America, we found that the customers want, and expect to feel, supreme confidence across the wide range of road surfaces, conditions and climates they are likely to encounter during their travels,” said Abhishek Bisht, assistant vice president for Americas for Apollo Tires, Vredestein’s India-based parent company.

“Our global expertise, combined with a local focus on the North American market, has delivered a complete, market-tailored tire line-up that we believe sets new standards across a full range of usage scenarios,” he added.

“Every tire is beautifully designed, boasting a unique visual signature that makes each tire in the line-up stand out from the next.,” the company added. “These deliberate design choices immediately communicate the performance edge that each tire was meticulously engineered to deliver.

The Vredestein range for North America includes:

 *   Hypertrac— An new all-season ultra-high-performance tire is designed to offer superb performance on both wet and dry road surfaces for drivers of premium sport sedans, coupes, and SUVs, the company said.

 *   Quatrac Pro — Also an ultra-high-performance tire but designed for all-weather to provide “a single solution that delivers excellent performance for cars and crossovers year-round, including the challenging winter months that many drivers in this market experience.”

 *   Wintrac Pro — A dedicated winter UHP tire or drivers who do not want to compromise on performance and handling, even in the harshest, coldest and snowiest winter climates.

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 *   Ultrac VortiI — The company’s flagship summer UHP ultra-tire with design input from Giugiaro and developed for sports cars and supercars.

  • Hitrac — A new UHP all-season tire that Vredestein says is designed “to invigorate the daily drive experience and unlock the full potential of North America’s most popular mainstream sedans and crossovers while maintaining the quiet and comfort that makes the daily commute more pleasant.”
  • Pinza — The company’s first dedicated truck and SUV tire line, launching in early 2021, engineered to deliver the off-road capability expected of a premium all-terrain tire “without the sacrifices many drivers are forced to accept as a trade-off. When it transitions from the trail to paved surfaces, Pinza offers unparalleled comfort and quiet operation, as well as excellent performance in wet and winter weather.”

“We are, as crazy as it sounds, a new kid on the block, with 111-year old lineage,” Bisht added. “We have a diverse and critically acclaimed tire lineup that’s poised to make an immediate impact and resonate with North American drivers. We are excited to share our rich and continually evolving brand story with them. It’s a century in the making, and yet, it’s just a beginning.”

Vredestein traces its history to 1908 when Emile Louis Constant Schiff acquired the Guttapercha Company, which moved from one location in the Netherlands to another and was renamed N.V. Rubberfabriek Vredestein. The company produced its first tires, for bicycles, in 1910 and its first passenger car tires two years later.

It continues to produce bicycle tires, including those used by tour de France racers.

The company started tubeless tire production in 1955, winter tire production in 1965 and radial tires in 1966, adding steel-belted radials in 1972.

In 2001, it launched the Sprint Classic tire line for classic cars.

For more information, visit the Vredestein website.

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A former daily newspaper sports editor, Larry Edsall spent a dozen years as an editor at AutoWeek magazine before making the transition to writing for the web and becoming the author of more than 15 automotive books. In addition to being founding editor at ClassicCars.com, Larry has written for The New York Times and The Detroit News and was an adjunct honors professor at the Walter Cronkite School of Journalism and Mass Communication at Arizona State University.

1 COMMENT

  1. bout freakin’ time! One of the few manufacturers who still make 13″ tires!
    Been using them thru Tire Rack for several years for my 80 RX7
    Welcome! Don’t forget us Old School drivers!!
    Stu

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