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Apollo launches namesake brand in Europe

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India-based consumer tire manufacturer Apollo Tyres Ltd. officially launched its Apollo tire brand in Europe earlier this week at the Refien 2010 show.

Apollo plans to enter the European market with an initial range of passenger tires in both winter and summer designs.

"Europe is a very crucial market for us," says Apollo Chairman Onkar Kanwar. "To make a place for ourselves in this saturated marketplace is not a small task."

Apollo tires will be distributed in Europe through a network of "hand-picked" retailers. At first, the tires will be available only in Germany, the United Kingdom and the Netherlands.

Apollo "will not walk the wholesale route," according to Managing Director Neeraj Kanwar. "Our current range will cater to the small and mid-sized segments."

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