Strategy

Amtel-Vredesteins strategic objective is to develop into a leading producer of premium- and middle-market tires, becoming the most profitable tire producer and supplier in Europe and the CIS.

To fulfil its ambitions, the company has developed a strategy of which the cornerstones are:

1. Modernizing production facilities and processes;
2. Creating and promoting competitive brands in the most profitable tire market segments, A and B.
3. Cultivating brand awareness through further expansion of its own retail distribution network in Russia.

In particular, the Company is concentrating on achieving the following tasks:

• Profitability improvement through an increased focus on A and B segment passenger car and light truck tires in Russia;
• Brand awareness cultivation in Russia, particularly in premium and middle-market segments;
• Stimulate production growth of Vredestein and Maloya brand tires at existing Russian production facilities, particularly the modernized Kirov-2 and Voronezh-2 plants
• Technology and best practices migration from European tire industry to Russia;
• Exiting the less profitable production segments;
• Cost structure rationalisation;
• Retail distribution network strengthening and expansion through acquisition of existing and creation of new retail chains in key Russian regions.