Vredestein debuts first SUV/LT product in Times Square

ATLANTA — The newest Vredestein product has hit Broadway.

Apollo Tyre's Ltd. recently launched the Vredestein Pinza AT light truck tires in North America and heralded its arrival via billboard on New York City's Time Square that the tire maker said will be seen by thousands.

The premium product is Vredestein's first in the ever-growing North American pickup truck and SUV segment.

The Vredestein Pinza AT has the industry's 3-peak mountain snowflake designation and features a 70,000-mile warranty for the P-type and a 50,000-mile warranty for the LT version. The Pinza AT will launch in 47 sizes, including 22 light-truck sizes, with 15 more planned for Phase 2 of the rollout.

In August, 2020, Apollo relaunched the Vredestein brand, founded 112 years ago in the Netherlands, in North America, with the goal to compete in the Tier 1 space. After rolling out passenger and winter tires over the last 12-plus months developed specifically for the needs of the North American driver, the brand is following the same pattern with the Pinza AT.

"In the year since, we have been lauded by customers, media and independent testing authorities for the quality, value, and performance of our products," Abhishek Bisht, Apollo's assistant vice president Americas, said.

"Our expansion into the all-terrain category with the comfortably rugged Vredestein Pinza AT is a moment worthy of celebration, and Times Square is the perfect venue for this."

The tire was developed by Apollo's global research and development centers in Europe and Asia. The group was tasked with developing a comfortable all-terrain tire, considering the habits and needs in North America.

The product was tested in different climates and weather conditions on three different continents.

"The Vredestein Pinza AT represents a bold evolution of the Vredestein brand," Mr. Bisht said. "Its arrival demonstrates our unwavering commitment to meeting the drivers' needs and ensuring that they have carefully thought-out and expertly engineered solutions, no matter what they drive or where they drive it.

The Italian name "Pinza" was chosen to highlight power, precision, strength and grip, the company said, describing a product that performs well in all-weather conditions, while also providing capability and durability in off-road driving conditions.

Other attributes of the tire include:

• "Silent groove" and multi-pitch technology, providing a quiet operation;
• Stone ejectors and 3-ply triplex casing for enhanced durability and protection against external damage;
• Jagged edge shoulder design that delivers rugged aesthetics and full capability in mud, sand, and snow; and
• Interlocking sipe design that provides tread stability.