Imperial at a glance
Imperial is the in-house brand of Belgian tyre wholesaler Deldo. Deldo was founded by Jos and Paula Delcroix in 1973, and its headquarters are near the port of Antwerp. Imperial was created in 2011. Deldo has been sourcing tyres under its own brands from China since 2001. Imperial and Minerva are the company's best-selling brands among its six private labels.
Imperial is not a factory brand: Deldo designs the range and orders the tyres from Chinese contract manufacturers. The tyres are sold in many European countries, mainly through dealers and online shops. In price terms, Imperial is an affordable choice. It suits drivers who mostly stick to town and motorway driving and want to spend as little as possible on tyres. The group's other brands are Minerva, Fortuna, Tristar and Superia.
Imperial's winter range is called Snowdragon. The friction tyre line-up includes the Snowdragon 3, Snowdragon HP and Snowdragon UHP, plus the Snowdragon SUV for SUVs and the Snowdragon VAN for vans. Popular summer tyres include the Ecodriver 5 and Ecosport 2, with the Ecosport SUV for SUVs. Anyone looking for an all-season tyre will find the All Season Driver. Studded tyres for harsh Nordic winters are not a highlight of the Imperial range.