Apollo Tyres survey: keen drivers are turning their back on tyres that look ‘boring’
- Over half of driving enthusiasts in Italy express a preference for replacement tyres that feature an appealing sidewall design
- 25-34 age range show strongest interest in tyres with appealing design
- 45% of car enthusiasts favour appearance of larger wheels
- Developed with Italdesign, the Ultrac Pro’s unique sidewall design is inspired by the visual signature of chronometers
A new survey has identified that a significant proportion of driving enthusiasts in Italy would favour replacement tyres that deliver on looks as well as performance. In a poll of 1,000 those who say they ‘love’ or ‘like’ driving, over half (51%) agree with the statement: “Tyres look boring – I’d like to buy a tyre with a sidewall design that is more distinctive than that of normal tyres.”
Younger drivers are the group most likely to prefer tyres with a distinctive sidewall design, with a majority (60%) of those aged 25-34 agreeing with the statement. By contrast, 39% of those aged 65 and older say they’d like to buy replacement tyres with a distinctive sidewall design.
The survey also identified that 45% of respondents overall agreed with the statement: “I prefer the overall look of cars with larger wheels.” This aligns with the rising demand in Italy for lower-profile tyres that enhance the sporty appearance of high-performance vehicles.
High-performance design
Earlier this year Apollo Tyres introduced its flagship ultra-ultra-high-performance tyre, the Vredestein Ultrac Pro, with a unique asymmetrical sidewall design specially created by renowned Italian design, engineering and prototyping company, Italdesign. The unique look is inspired by the visual signature of chronometers and other quality timepieces, with the overall theme of passing time referencing the tyre’s performance focus.
The debut of the new Ultrac Pro marks the 25th anniversary of Apollo Tyres’ close creative partnership with Italdesign; the companies first worked together to co-develop the Vredestein Sportrac, which debuted in 1999.
The new tyre’s visual character is evocative of a watch-face, with a sequence of lines around the circumference that appear to echo second and minute markers. On one portion of the sidewall, that theme is given a modern twist through a bold sequence of numbers suggestive of a stopwatch or digital timepiece. By giving the tyre a horological aesthetic, Italdesign is also highlighting the tyre’s precision and attention to detail.
To create the tyre, the Apollo Tyres product marketing and R&D teams first defined the Vredestein tyre’s differentiating technical characteristics, and then worked with Italdesign on a concept that would appeal to a performance-minded target audience. The two companies engaged in a dynamic creative exchange that allowed them to combine their collective design expertise, resulting in a product that can contribute in a meaningful way to the overall vehicle design.
The Ultrac Pro is available in sizes up to 24 inches, suitable for a very wide range of supercars, sports cars and performance-flagship saloons and SUVs.
Yves Pouliquen, Vice President, Commercial, Europe at Apollo Tyres, said: “Our latest survey reveals significant demand for tyres that deliver in terms of aesthetics as well as performance. The Ultrac Pro combines exceptional dynamic capabilities with a unique, chronometer-inspired design. It’s not just a tyre – it’s a visual statement for high-performance vehicles.”
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20 December 2024
Anicecommunication, media relations Apollo Tyres – Vredestein Italy
