New larger tractor tyres are expected to play an important role in Vredestein plans to double European turnover within the next five years.
Vredestein considers itself to be a small player in ag tyres, but it is astonishing how far the brand has come in the last 10-15 years.
Available through all the mainstream tractor makers, a large part of this success is due to the Traxion, which has helped Vredestein break away from its reputation as an implement tyre maker to a full line supplier of tractor tyres.
Kicking off the Traxion success story was the launch of the Traxion + 25 years ago in 1997. Initially available in just a single size, today the growing list of models is spread across five ranges for tractors: the 65, 70, 85, XXL and Optimall. “The Traxion is an important range that helped us to come from a niche Dutch tyre brand to tractor full liner,” comments European president Benoit Rivallant.
The importance of the Traxion is best highlighted by the ag tyre division at the Dutch plant at Enschede. Working 24/7 (three 8-hour shifts), the Traxion accounts for around 75% of the roughly 40,000 tyres produced each year.
Going for growth
Speaking at a recent press event in the Netherlands to mark the 25th anniversary of the Traxion, Mr Rivallant outlined ambitious plans to grow sales. “Ag tyres currently account for 15% of our European business,” he says. “This should be in the region of 30% and is where we need to be. We have the right people and products and are confident that we can grow with ag tyres in Europe. The opportunity is there for us to achieve this.” Increasing the capacity of the Enschede plant will play a role in anticipated future growth. The company is also keen to increase its presence in North America and expanding the Traxion range will help boost turnover.
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