"Throughout the world the 4x4 vehicle has proven to be a vehicle of choice by many. The 4x4 vehicle now is a multi-purpose family, off-road pleasure-cum-work vehicle. Off-road vehicles or the 4x4 vehicle will be with us for many years. Four-wheel drives are here to stay," says a blog on 4x4s.
Middle East, and most specifically Dubai, mirrors this like no other, especially given the reality of higher disposable incomes and the resultant boom in personal vehicle ownership. Utility vehicles comprise 40% of all personal vehicles sold in the GCC countries. The growth in the utility vehicles in the Middle East has surpassed the passenger vehicle growth and is expected to reach to 0.45 million vehicles by 2015.
It is with a desire to connect and cater to the information needs of this growing tribe of adventure seeking drivers that Apollo Tyres has brought out Driving Off The Map: The World of 4x4. A premium coffee table edition which takes wanderlusters into the world of utility vehicles. The book was recently launched in the Middle East by Ahmed Pauwels, CEO of organiser Epoc Messe Frankfurt at Automechanika Middle East, the leading regional event for the automotive aftermarket.
As Neeraj Kanwar, Vice Chairman & Managing Director, Apollo Tyres Ltd, puts it in his foreword: "Imagine an open road. A rocky uphill drive. A cluster of sand dunes. All silently inspiring you to take on the challenge, hit the road, burn some rubber and live some more." In short, it's time to go the distance and get a taste of true adventure!
Driving Off The Map brings into the comfort of ones home, all that the potential sports utility vehicle owner ever wanted to know, but didn't have the energy to "google" it up piecemeal. The book takes the reader through the evolution of the modern day utility vehicle to the technology that goes into making it; the true Classics in the genre; to what makes the small tribe of passionate 4x4er tick.
The book also includes useful information on all that a 4x4 driver needs to get an optimum ride out of his or her vehicle. From the nuances of different driving techniques used to negotiate varying terrain conditions, to handy accessories to give a vehicle a real "oomph" factor; a checklist of items needed for a camping trip and of course the kind of tyres appropriate for different terrains.
Yes, tyres! Though a short chapter, it forms a critical item in any utility vehicle. The tyres not only add to the overall look and feel of the car but also play that very critical role in ensuring driving success.
As a manufacturer of tyres for this segment, the complete Hawkz range from real off-roading to highway drives, including a Hawkz Winter for snow conditions, Apollo's attempt through Driving Off The Map has been to bring to the aspirant an easy reference compilation on the world of utility vehicles.
The book is available in all major bookstore chains across India and has been produced in collaboration with Autocar India. Those looking for a preview or to order online, could visit : http://www.apollotyres.com/drivingoffthemap/.
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Additional Facts
In the tyre domain for utility vehicles, Apollo currently has around 25% of the total OEM market share in India with the Hawkz range, catering to all the major India-based manufacturers like Mahindra & Mahindra, Tata Motors and Mitsubishi Pajero. For Apollo Tyres Ltd, this segment has grown at a CAGR of 25%, while the demand for the Hawkz range is currently growing year-on-year at a 30%+ rate.
An early release of the book online, has already received over 1200 bookings, with demands for utility vehicle-related information and activities. An online experiential platform has been launched by Apollo on Facebook seeking customer experiences on various aspects of owning a utility vehicle.
The 4x4 vehicle market in the Middle East is also undergoing a change from the last few years. Traditionally, a lion's share of the Sports Utility Vehicle (SUV) market consisted of Land Cruisers, Fortuner and General Motors' Yukan and these contributed nearly 76% of the total 4x4 vehicles sold in 2007. From then to now, the sale of Crossover Utility Vehicles (CUV) -- Honda CRV, BMW X1, Hyundai Tuscon and Kia Sportage, have gained momentum over the SUVs.
Simultaneously, tyre manufacturers too have had to evolve in range, construction and technology used to keep up with the needs of the new generation of cars, suspensions, horsepower and the demands of the urban enthusiastic some-time off-roader. As a result the Hawkz, launched in 2005, now encompasses a complete range that caters to highway drives, all terrain drives, rough terrain drives and snow and ice. The Hawkz range is now sold in Europe, including the Hawkz Winter, and of course the Middle East too.
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© Press Release 2011
