At Autopromotec 2025, Eurogrip Tyres, the specialist motorcycle and scooter tire brand under TVS Mobility,made a strong statement on its evolving European journey. While the brand is known primarily for two-wheeler tires, its presence at the show symbolized more than just product promotion — it reflected a strategic synergy under the broader TVS Mobility umbrella.
“This event caters to everything automotive — from accessories and spare parts to equipment and tires,” explained Andrea Bianchi Milella, Marketing Manager, Eurogrip Tyres. “For us, it makes sense to be here alongside our colleagues from Sabo and Roberto Nuti. It’s not just about end-users, but about strengthening our brand position when interacting with large groups and distributors.”
Building a Brand from the Ground Up
Eurogrip’s foray into Europe is relatively recent. “The first Eurogrip tires arrived in mid-2021,” Milella shared. “Our R&D team in Milan worked closely with our colleagues in India on revised profile, improve materials, and meet stringent European standards.”
The initial launch focused on scooter tires, which have grown into a robust portfolio of 60 SKUs today, making them Eurogrip’s best-selling products in Europe. “We are now in discussions with leading OEMs in Italy to supply these tires for vehicles distributed across Europe,” Milella revealed. Beyond scooters, Eurogrip has expanded into radial tires for larger motorcycles up to 1,300cc and into off-road segments like motocross and enduro. “Off-road is a large and demanding market here,” Milella explained. “While it took longer to develop, we didn’t want to rush. Riders in Europe are discerning — they judge a tire by its performance, and if they are disappointed, they won’t return.”
A Focus on Quality and Honest Positioning
Eurogrip’s core promise is clear: to provide high-quality tires at an affordable price. “People today are cost-conscious but also more open-minded,” Milella observed. “If a product is honestly presented and performs well, they will give it a chance. And once they experience it, they judge you purely on performance.” This transparent approach has led to positive feedback from both riders and retailers, creating a strong upward momentum.
“Happy riders mean happy retailers, and that translates into growth through distributors,” Milella added. xpanding Distribution Across Europe Eurogrip has steadily expanded its network, now working with around 15 distributors across Europe. Italy remains the brand’s most mature market, supported by a strong regional distribution structure. “In central and southern Italy, scooters dominate, while the north prefers enduro and motorcycle tires,” Milella explained.
Retailers play a critical role in Eurogrip’s strategy, though the brand doesn’t sell to them directly. “We engage retailers primarily for training, consumers feedback, market visits, and brand communication, but the main sales flow through distributors,” Milella noted.
OEM Partnerships: A Major Milestone
Eurogrip has also made significant strides with OEM collaborations. “We supply Askoll, an Italian electric scooter manufacturer with a strong presence in fleet rentals,” Milella shared. “These scooters are in intensive year-round use, providing an excellent showcase for our durability.”
Additionally, Eurogrip has entered into partnerships with Piaggio Group, supplying Aprilia RS and Tuono 457 and gearing up for the Piaggio Beverly model. “OEM partnerships are a major vehicle for brand awareness and credibility,” Milella emphasized. “These collaborations also strengthen our ties with Indian OEMs, given the shared strategic interests.”
A Mature Market and a Patient Approach
Looking ahead, Milella remains realistic yet optimistic. “The European motorcycle tire market is mature and saturated,” he acknowledged. “Growth here doesn’t come from market expansion but from continuous improvement — developing better products, improving design, performance, and aesthetics.”
Eurogrip plans to continue expanding its footprint in under-penetrated parts of Europe and increase brand awareness through OEM relationships. “We always preach patience,” Milella said. “We have seen strong growth, but we must keep refining ourselves and keep learning as we go.”
Strengthening Ties Between India and Europe
A critical element of Eurogrip’s success story is the deep collaboration between the Indian and European teams. “We have daily conversations with our colleagues in India, and the constant cooperation between the two R&D departments was paramount to this endeavour. Despite the challenges of time zones and cultural differences, this partnership has blossomed beautifully,” Milella reflected. “Frequent visits in both directions — our teams visiting India and vice versa — have enriched our mutual understanding and strengthened the brand.”
As Milella summarized, “We are happy with the progress so far. The potential is significant, and we’re excited to keep building Eurogrip into a trusted name across Europe.” With a strategy grounded in quality, patience, and strong partnerships, Eurogrip is well on its way to carving a permanent mark on Europe’s demanding two-wheeler market.
