“Arriving” in Europe a Top Priority for Vipal
For a company like Borrachas Vipal S/A the European market is becoming more and more interesting. On the domestic Brazilian market, a market with a size of about 8.5 million retreads per year (90 per cent pre-cured treads), Vipal is a clear market leader with a 45 per cent share, and the company is well established, with 25 successful years already under its belt. In Europe, on the other hand, Vipal started business with its newly found subsidiary only two years ago. However, according to international business director Maria Locatelli, this is one of Vipal’s major advantages, as the market thus offers the retreading and tyre repair material supplier an immense scope for developing its business. Based upon this conviction Vipal appears to be strongly self-confident. Nevertheless, there is no need to hurry, Mrs Locatelli asserts; it is better to approach the European market thoroughly rather than rapidly: “We must first understand the market,” says the director, summing up Vipal’s European strategy for the time being.