CEAT unveils ‘CrossDrive’ all-terrain tyre range for aftermarket

The tyre maker has introduced the CrossDrive model in an effort to increase its market share in the aftermarket sector, writes Rajesh Rajgor

CEAT has unveiled CrossDrive, its high-performance, all-terrain tyres for SUVs in India. CrossDrive incorporates CEAT’s cutting-edge 3D sipe technology and robust shoulder design that helps the tyre adapt to all-terrain applications. The tyre’s new carbon black tread compounds offer better grip as well as improved fuel efficiency and have been extensively tested on the state-of-the-art auto testing track ‘NATRAX’ in Indore and mild off-roading near Indore.

CrossDrive tyres have been specifically designed for usage across all 4X2 and 4X4 type of SUVs. CrossDrive is available in various sizes across all lead tyre shops including CEAT’s exclusive outlets; CEAT Shoppe and Tyre Stop. CEAT has already started partnering with OEM’s like Mahindra to provide CrossDrive for their specialised all-terrain vehicles like Thar. CEAT also plans to launch CrossDrive tyres in the global market soon.

Commenting on the launch, Arnab Banerjee, Chief Operating Officer, CEAT Tyres Ltd., said, “CrossDrive is one of our premium offerings in the all-terrain tyre segment for SUVs. The introduction of new technology and designs for CrossDrive tyres will help our consumers to conquer challenging and diverse terrains with safety, while also improving the fuel efficiency of the vehicle. We have extensively tested CrossDrive for off-roading capabilities and city use and it provides an experience which is the best of both worlds. The launch of CrossDrive is yet another step in our efforts to make mobility safer and smarter every day by enabling enthusiastic SUV owners in India to confidently cross all terrains. ‘Discovering the new you’ are the core promise of CEAT CrossDrive for SUV consumers.”

Speaking about the market aspirations from the new Cross Drive, Banerjee shared, “We hope to acquire 20 percent of the market share in the aftermarket segment. Our network is quite strong with close to 50,000 selling points, nearest competition is less than 10,000, which is largely relevant to two-wheelers, we also sell 10 percent of passenger vehicles tyres through this network. 50 per cent of our sales come through a well networked 400 outlets. We expect close to 500 by 2025.”

Coming off of a robust CapEx cycle, CEAT currently has volumes that are up by at least 30%. “We are considering further expansion which can give us a 7000-8000 tyres per day. Even if I do not count it, we currently have an upstream of 30-35 percent. From our present volumes and with minimum capex we can sell 30% more than what we are selling across the two plants in Chennai and Halol, and there is life beyond this 30% as well.”