Tires

111-year old tire brand sets its sights on the North American market

Vredestein tires is making its debut in the U.S. market.

Photo courtesy of Vredestein

The Vredestein brand name has been synonymous with tires for 111 years, but never before in North America. The company is now entering the marketplace with a lineup of tires designed and developed specifically for North American roads and drivers.

The lineup is the result of a $30 million research and development effort.

"We learned that today's drivers place a greater premium on tire-performance versatility than ever before," said Abhishek Bisht, Assistant Vice President for Americas, Apollo Tyres Ltd., Vredestein's parent company. "In North America, we found that the customers want, and expect to feel, supreme confidence across the wide range of road surfaces, conditions and climates they are likely to encounter during their travels."

Vredestein tires Six varieties of Vredestein tires are currently available or coming soon to retailers across the U.S.Photo courtesy of Vredestein

The Vredestein passenger tires currently available of coming soon to retailers in the U.S. and Canada includes:

  • Hypertrac - Vredestein's all-new all-season ultra-high-performance (UHP) tire is designed to offer superb performance on both wet and dry road surfaces for drivers of premium sport sedans, coupes, and SUVs.
  • Quatrac Pro - Vredestein's innovative UHP all-weather tire offers drivers a single solution that delivers excellent performance for cars and crossovers year-round, including the challenging winter months that many drivers in this market experience.
  • Wintrac Pro - Vredestein's dedicated winter UHP tire is developed for drivers who do not want to compromise on performance and handling, even in the harshest, coldest, and snowiest winter climates.
  • Ultrac Vorti - Vredestein's flagship summer ultra-high-performance tire is the ultimate enthusiast's choice, designed by Giugiaro and developed for the world's greatest sports cars and supercars to unlock their maximum dynamic potential.
  • Hitrac - Vredestein's all-new high-performance all-season tire is designed to invigorate the daily drive experience and unlock the full potential of North America's most popular mainstream sedans and crossovers while maintaining the quiet and comfort that makes the daily commute more pleasant.
  • Pinza - Vredestein's first-ever dedicated truck and SUV tire line, launching in early 2021, is engineered to deliver the off-road capability expected of a premium all-terrain tire without the sacrifices many drivers are forced to accept as a trade-off. When it transitions from the trail to paved surfaces, Pinza offers unparalleled comfort and quiet operation, as well as excellent performance in wet and winter weather.

"We are, as crazy as it sounds, a new kid on the block, with 111-year old lineage," said Bisht. "We have a diverse and critically acclaimed tire lineup that's poised to make an immediate impact and resonate with North American drivers. We are excited to share our rich and continually evolving brand story with them. It's a century in the making, and yet, it's just a beginning."

The tires are currently available on TireRack.com and MavisTire.com among other online retail locations.

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Photo courtesy of Hyundai Motor Group

Hyundai Motor Group, the parent company of Hyundai, has announced the formation of a new unit - New Horizons Studio. The new venture is focused on the development of what Hyundai calls Ultimate Mobility Vehicles (UMVs).

New Horizons Studio is part of Hyundai's larger focus on the future of mobility. Unit workers will work to envision vehicles that wander with "unprecedented mobility". These products will focus on target customers that have unconventional travel needs whether it be to access places they have never been or adapt their mobility limitations to their surroundings.

Hyundai 'Elevate' Walking Car Concept

Photo courtesy of Hyundai Motor Group

New Horizons Studio is led by Vice President Dr. John Suh, who has held several leadership roles at Hyundai Motor Group since 2011. He served as founding director of Hyundai Ventures, and then led Hyundai CRADLE (Center for Robotic-Augmented Design in Living Experiences) as its founding director based in Silicon Valley. He brings over 35 years of expertise in the automotive and emerging technology sectors, including roles at Stanford University, Palo Alto Research Center (PARC; formerly, Xerox PARC), and General Motors Company.

"We aim to create the world's first transformer-class vehicle, also known as the Ultimate Mobility Vehicle," said Dr. Suh.

Dr. Ernestine Fu will move to New Horizons Studio as Director of Product Management. She has led research on human operator and autonomous vehicle interactions at Stanford University's Volkswagen Automotive Innovation Lab, as well as scaled emerging technology companies for over nine years as a venture capital partner at Alsop Louie Partners.

The Hyundai Elevate is the first vehicle being developed by the Studio. It debuted at CES 2019 and does not rely solely on wheels to makes it way across urban, suburban, and rural landscapes. The unit sees the Elevate as being able to respond in emergency situations like natural disasters or assist with persons who do not have access to an ADA ramp.

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The Lamborghini Urus Graphite Capsule adds new interior and exterior color choices for buyers.

Photo courtesy of Lamborghini Automobili

Expressions in color and trim meet at the Urus Graphite Capsule, a collection of SUVs produced by super luxury automaker Lamborghini. The Urus itself sits at the intersection of performance and practicality, and is the best-selling model in the Lamborghini lineup.

The Urus Graphite Capsule lets buyers push the limit in a pick-and-choose fashion. Lamborghini will offer the Urus Graphite Capsule in four new exterior matte colors including white Bianco Monocerus, black Nero Noctis, and grey Grigio Nimbus and Grigio Keres. The lower parts of the car, the front, rear, and side sills, are all finished in the color.

Lamborghini Urus Graphite Capsule

Photo courtesy of Lamborghini Automobili

From there, buyers are able to choose from four tiny accent colors: orange Arancio Leonis and Arancio Dryope, yellow Giallo Taurus, and green Verde Scandal. Those accent colors are shown on the front splitter, door inserts, and rear spoiler.

The cabin of the Urus sports the same traditional design the SUV has had during this, its initial generation. The Urus Graphite Capsule check box adds dark, anodized aluminium trim on the dashboard and door panels, with new matt-finish carbon fiber inserts. The buyer's choice of exterior colors are carried over to the inside where upholstery is contrast stitched. Q-citura stitching and the embroidered Lamborghini logo reside on the headrests.

The ventilated Alcantara seats are an exclusive option only available on the Urus Graphite Capsule and the recently launched Pearl Capsule.

"The new Graphite Capsule endorses the inimitable versatility of the Lamborghini Urus as the original Super SUV: its color and styling is as adaptable and versatile as its presence in every high-performance and lifestyle environment." said Automobili Lamborghini Chief Commercial Officer Giovanni Perosino. "The inherent design of the Lamborghini Urus, with the DNA of our super sports heritage, lends itself to virtually limitless potential for personalizing color and trim. The Urus Graphite Capsule is the latest collection to offer our growing clientele the opportunity to stamp their individuality and way of life on their Lamborghini."

The Urus Graphite Capsule is available on Urus model year 2021. It has a starting MSRP of $218,009 in the U.S.

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