Vredestein Targets Export with New Tour/Trek/City Range
Dutch tyre maker Vredestein has fully upgraded and expanded its Tour/Trek/City range with three quality levels and a unique selection of features. The new range is the result of dedicated co-engineering with bicycle manufacturers as well as market research, dealer contacts and on-road testing, says Marc Ganzeboom, manager of Vredestein Two Wheel Tyres.
Dutch tyre maker Vredestein has fully upgraded and expanded its Tour/Trek/City range with three quality levels and a unique selection of features. “The new range is the result of dedicated co-engineering with bicycle manufacturers as well as market research, dealer contacts and on-road testing”, says Marc Ganzeboom, manager of Vredestein Two Wheel Tyres. “We are convinced that this comprehensive approach has given the range a broad and solid foundation.”
The introduction of the fully updated Tour/Trek/City range is part of Vredestein’s integrated revitalisation strategy. “As a result of quality issues in the past, we formulated a new strategy for our entire business process, from product development to point of sale”, explains Ganzeboom. “Product development is now based on co-engineering and the entire marketing communication has been upgraded and expanded in line with Vredestein’s brand values.”
“The first co-engineering projects with professional Race and MTB teams saw us achieve great results in the Tour de France, the Olympics and World Championships. This process brought us great products as well as media exposure causing a significant increase of our market share. We have therefore applied the same strategy to the development of our new Tour/Trek/City tyres.”
Vredestein has a strong position on its home market, the Netherlands in the Tour/Trek/City range. “On the global market it is the growth segment in bicycles tyres and we have started to export these tyres to the US only last year. Therefore our new range is aimed at the international market and developed in close cooperation with our partners.”
The new range has three quality levels with individual properties regarding puncture resistance, rolling resistance, comfort, grip and durability. Additionally recommendations are given for specific use: city, commuting, on road, on/off road and off road. The all-round tyres are positioned within each quality level, the Excellent line (intensive use), the Standard line (daily use) and the Basic line (regular use), each of which is suitable for a part of the different applications.
In addition to these two all-round tyres, the Excellent and Standard line will contain several other specific tyres. Within the matrix of quality levels and applications, the tyre evaluation system ensures that both dealers and consumers can easily make the best possible choice in tyres.
The Excellent line now includes the Perfect Tour, the Perfect Trek and the Perfect E, the latter tyre being especially designed for e-Bikes. The Standard line has been expanded with the Retro, the Dynamic Trek and the Dynamic City, a tyre with a volume that makes it ideal for paved roads in and around the city. The Basic line consists of the Active Tour and Active Trek.