Publish date: Jan 26, 2009
Source: Motor Age
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Continental Tire Canada experienced ?extraordinary? growth in 2008, thanks to successful new launches of Continental and General tire releases, focused sales and dealer strategy, innovative marketing activities and a team of dedicated employees, according to the company.
?Continental Canada had an extraordinary year, with doubling volume, an increased footprint in all channels, and phenomenal growth in the winter tire segment, which resulted in approximately 10 percent market share of the winter tire segment,? says Andreas Gerstenberger, executive vice president of sales and marketing for Continental Tire North America, Inc.
He notes that the company attained sales increases in three key areas ? independent dealers, mass retailers and car dealers, adding that the team in the company?s Ontario operations was integral to this unprecedented growth. As a result, the company now ranks in the top tire manufacturers in Canada.
?Based on our strong OE heritage, the Canadian team was able to increase aftermarket presence in Canada with successful partnerships and marketing incentives forged with leading European and Asian car manufacturers,? Gerstenberger says.
In 2008, the company launched several successful marketing initiatives, including sponsorship of ice racing and drifting, new advertising, a Continental Internet site and brand awareness programs. General?s team took the constructor championship title at the 2008 Castrol DMCC Drifting Series finals.
The company has strengthened its position in the Canadian market with a comprehensive plan that has accelerated product performance; offers innovative consumer-focused promotions; and creates retail value through focused dealer programs and highly trained people, according to Gerstenberger.
?Canada is a strategic growth market in the Americas, and with a structured approach we have accomplished the promise we made to the tire industry to make significant gains in this country,? he says. ?The successful launch of the General Tire Evertrek tire in more than 460 Canadian Tire retail stores is just one example of this accomplishment.?
In 2009 and onward, the company intends to continue its aggressive growth path via the largest launch year its history in Canada with the new Continental Extreme lines. The ExtremeContact DW and DWS ultra-high performance tires will debut by June. A special focus on the launch of the ExtremeWinterContact in Canada, which will be ready for the market for the 2009-2010 season, will further support the company?s strong winter tire presence.
The company also has signed on as a champion-level partner and official tire of the Canadian Alpine Ski Team to reinforce the ExtremeWinterContact launch. It will support the sport on a professional and grassroots racing level, and help to develop the team?s ski racing program across the country.
?And of course, we cannot discuss our successes without mentioning our most important asset of all ? consumers, dealers and people,? says Gerstenberger. ?In 2009, we will accelerate our training program Engage 360, which was designed to train not only out dealers but our staff as well,? he notes. ?Continental Tire continues to develop strategic and innovative dealer programs to support our local customers.?
