Vredestein is all about "premium styling." That is what Apollo Vredestein B.V. executives say is the tire company's marketing strategy, and they certainly walk the talk.

The company showcased its latest tire, the Vredestein Ultrac Vorti R, in Monte Carlo, Monaco. The event was the Top Marques Monaco Show at the Grimaldi Forum, which was filled with expensive supercars, boats, watches, even a jet pack.

How special was the event? Monaco's Prince Albert II toured the floor, and spoke with Apollo's Luis Ceneviz, CEO, and Michiel Kramer, product manager for premium styling. Ceneviz invited the prince up to Enschede, Holland, to see where the tires are made.

Speaking of the new tire, it is a natural extension of the Vredestein Ultrac Vorti ultra-high performance tire line introduced last year. At the time, the Y-rated Vorti was designed to compete "in the absolute top segment of the market." It is available in 32 sizes.

But the Vorti R competes on an even higher level. Kramer calls it a "tire for supercars."

The extreme UHP tire is available in five front and rear sizes, and an additional five rear sizes for those Porsche 911's, Lamborghini Gallardo's and Audi R8's that have different sizes in the front and back. (To check out the sizes, click "Vredestein's powerful new tire for powerful cars.")

Two of the sizes, 265/30ZR21 96Y XL on the front and 305/25ZR21 98Y XL on the rear, will not be available in the United States until the fourth quarter. That is because they are exclusive to Hamann Motorsport, one of the premium car stylers with whom Apollo Vredestein is partnering.

In the Vredestein booth at the Top Marques Monaco Show, those tires, which also included the Hamann name on the sidewall, were fitted on a 2013 BMW M6 "styled" by Hamann. The Ultrac Vorti also was on display, as was the Vredestein Ultrac Sessanta SUV tire (in size 305/35ZR24 112Y).

All three of those tires were designed in close collaboration with Giugiaro Design, an Italian design house.

The Vredestein brand has been part of the show for 10 years. You might say the company's "premium styling" concept is at least that old.

(If you want to see photos of some of the supercars on display at the Top Marques Monaco Show, check out the latest blog from "European Car" reporter Ezekiel Wheeler.)

Author

Bob Ulrich
Bob Ulrich

Editor, Retired

Editor Bob Ulrich has earned a reputation as an industry expert thanks to his insightful, in-depth articles and blogs on the tire industry. Before joining Modern Tire Dealer in 1985, Bob earned a B.A. in English literature from Ohio Northern University. Also, he graduated from the University of Akron School of Law with a J.D.

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Editor Bob Ulrich has earned a reputation as an industry expert thanks to his insightful, in-depth articles and blogs on the tire industry. Before joining Modern Tire Dealer in 1985, Bob earned a B.A. in English literature from Ohio Northern University. Also, he graduated from the University of Akron School of Law with a J.D.

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