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Icelandic Eyecatchers!
In the past three years, EGR has captured the lion's share of Iceland’s accessory market thanks mainly to the broad range and high quality of its products, and the hard work of EGR's exclusive distributor, Arctic Trucks.
So popular are EGR products in Iceland that EGR is now a household name!
Of course, the number of households in Iceland is fairly modest compared with the populations of other European nations. In fact, Iceland is Europe's most sparsely populated country. This arctic island of 103sq.km. is home to about 295,000 people – most of them living in the capital of Reykjavik.
More than 10 percent of Iceland is covered by glaciers. Some four-fifths of its icy wilderness is uninhabitable. What is left is largely rugged (although spectacular) highlands. Those who don't live in the city have no choice but to buy a four wheel drive.
Manager of EGR Europe, John Groves, acknowledges the partnership between EGR and Arctic Trucks as the catalyst for EGR’s success in Iceland.
"We have actually had a presence in the country for the past 20 years, but it is only since Arctic Trucks became our distributor that things have taken off," he said. "Arctic Trucks is one of Europe's leading four wheel drive styling companies. It has a reputation for vehicles that can handle the most difficult terrain, and for quality modifications for SUV and pickup trucks. Our accessories are a perfect fit."
Arctic Trucks is building a new sales and service centre for its Icelandic operations, where it will further capitalise on the need for reliable vehicles well suited to local conditions. Arctic Trucks generally feature larger than normal wheel arches and other modifications designed specifically for glaciers and other icy off-road conditions.
"Because of the unique conditions, Icelanders have always modified their four wheel drives, so the fit rate of vehicle accessories is very high. At the moment, you'll find about 40 percent of all vehicles fitted with EGR Hood Protectors, Wind Deflectors or Headlight Guards."
