Page 22 - CTB N18 - 2017-02

CV SHOW
April 25 - 27th NEC BIRMINGHAM
Apollo Launches New TBR Range with Unique Digital Marketing Approach
Marco Paracciani announced the launch of the new Apollo TBR range
Apollo Tyres used the occasion of the Commercial Vehicle Show to announce the launch of a project three years in the making – the introduction of the company’s new truck and bus radial tyre range for the European market. The European market has been awaiting the Indian manufacturer’s entry into the European TBR segment for some time. However, it was not merely
exclusively online, via a dedicated website www.ApolloTyresDirect.com. The aim, of the direct approach to market, explained the company, was to assure that performance could be disconnected from high costs and that Apollo could keep pricing lean and simple.
With the new truck and bus tyre range tyres are sold directly, and online, with transparent pan-
Marco Paracciani and Benoit Rivallant during the launch of Apollo’s new truck tyre range
the range of tyres that drew the attention of the press to the Apollo stand at the NEC, nor was it simply the presence of Manchester United legend Gary Pallister and the EFL Cup on the stand. What made the launch of Apollo’s new truck and bus tyre range particularly newsworthy was the unique and ground-breaking business model announced by the company, which focused on an exclusively digital go-to-market approach.
Apollo is, in fact, announced that they were becoming the first tyre manufacturer to sell direct and
European pricing, leaving out anything the customer does not need or does not wish to pay for. The system is easy to understand and easy to manage within an online account, with no complicated rebates or discounts. According to Marco Paracciani, Apollo’s Chief Retail and Marketing Officer, Apollo’s transparent prices are based on order volume, delivery slot and payment method, with customers creating a personalised price based on their needs. So, for example, the larger the order, the greater the savings because
logistics costs can be optimised. Ordering over ten days in advance also earns an extra discount for the same reason, and collecting directly from the Hamburg warehouse means customers do not pay for delivery at all. In addition, further discounts are offered for orders with 30 days’ notice, thanks to improved production planning, whilst prices can also be adjusted depending on whether the customer wishes to pay in advance or on credit.
focus is on both regional/national and mixed (on/off road) product applications.
The Regional segment is served by the new EnduTMRace range, and Mixed segment by the new EnduTMTrax. Both product names include a suffix that indicates the recommended axle position for the tyre.
Specifically designed for medium and long distance trips, the Apollo EnduRace tyre range is ideal for use on regional, national
Manchester United legend Gary Pallister with the EFL Cup
22 Commercial Tyre Business
The minimum order is 6 tyres, with different discount levels for 6-12, 13-25, 26-100 and 100+ tyres. “Smaller retailers can benefit from this arrangement,” says Paracciani, “it can help them compete with larger players.” Even though the process is completely online, Paracciani emphasised that Apollo provides a support team to answer any question and provide help, wherever customers may be.
The company’s new Truck and Bus Radial (TBR) Tyre range covers 80% of segment-specific product sizes in Europe as its
and international roads and includes 16 fitments addressing all axle positions.
Meanwhile, the EnduTrax tyre range is perfect for medium and short distance trips that include construction sites or hazardous terrain. The Trax family will initially consist of four SKUs addressing Steer and Drive axle positions, with more sizes to come later in 2017 (including a mixed-use Trailer tyre).
All tyres in the new range are EU compliant and come with five years’ warranty against manufacturing defects.