Techno Classica in Essen is the annual rendezvous for European car aficionados and especially fans of classic cars. The 2017 edition of the show, which is taking place from 5 to 9 April, is also an occasion for Apollo Vredestein to highlight its cooperation for the Vredestein brand with Mille Miglia, a prestigious regularity race for classic and vintage cars. The new partnership was sealed with the production of a limited edition classic tyre model, introduced on the first day of Techno Classica.
Techno Classica calls itself the ‘world show for vintage, classic and prestige automobiles, motorsport, motorcycles, spare parts and restoration’. Naturally, the exhibition sees Vredestein showcase its full range of products for classic cars every year: visitors to the 2017 exhibition will find Vredestein at stand 437 in hall 3. This year, the company’s stand will be enhanced by the presence of a rare palm-green Porsche 356 pre-A originally registered in 1953 in New York.
Having participated in Mille Miglia in 2011 and 2012, this car has an obvious link to the famous Italian race which runs the thousand miles from Brescia to Rome and back. As a distinguished brand with a pedigree reaching back to 1909 and a broad range of products for classic and vintage cars, Vredestein has a clear affinity with Mille Miglia. This relationship was recently crowned by a sponsorship agreement in which Vredestein became the official tyre partner of the race from 2017 to 2019.
“Vredestein and Mille Miglia share a rich European heritage and a passion for vintage cars,” says Tanneke Reinders, Apollo Vredestein’s marketing director for Europe. “Becoming Official Tyre Partner of the Mille Miglia is a logical extension for Vredestein as a leader in the design and production of classic tyres which combine classic looks with contemporary performance.”
The Vredestein brand is celebrating the new partnership with the introduction of a unique Limited Edition Sprint Classic tyre in size 165 HR 15 with the Mille Miglia logo on the sidewall, showcased on the Porsche 356 pre-A at Vredestein’s Techno Classica stand. The limited edition tyre was unveiled on 5 April in a special presentation by Apollo Vredestein’s country manager for Germany, Michael Lutz and Jochen Mass, a legendary former Formula One driver who has also competed at Le Mans. Several other Mille Miglia teams and drivers were also present at the stand.
The limited edition tyre model and accompanying promotion material are characterised by an aesthetic sensibility reflecting 1950s Italian dolce vita. This honours the Mille Miglia tradition – the original race had been organised regularly until 1957, and revived as a vintage event in 1977