Continental Tire is embarking on a growth strategy in sub-Saharan Africa with the official launch of a new legal entity in Ghana. The new division, Continental Tire West Africa, focuses the company’s efforts on developing the local market and maximising its exposure across the region.
“The launch of the new West Africa legal entity is driven by our African Dawn initiative which recognises the growing economic importance of African on a global scale,” says Shaun Uys, managing director of Continental Tire Sub-Saharan Africa.
“As one of the world’s top three tyre manufacturers, Continental has an important role to play in developing the industry across the continent by expanding our footprint, increasing the range of products and delivering improved customer service and support.
“The new division will enable us to achieve this by expanding our distribution channels and the number of retail outlets, targeting new business opportunities in the fleet, rental, government, ports and mining sectors, and having a dedicated team based in Ghana to drive this process,” Uys says.
Continental Tire has an existing presence in Ghana through a long-term partnership with Rainbow Motors. The local company has a warehouse and ContiPartner dealer in Accra, as well as a network of independent dealers across the country.
“Following the successful model that is used in the highly competitive South African market, the new legal entity will enable us to involve existing and new partners to further expand our reach across the region, thus accessing a far broader market with top-quality products and fitment services,” says Johann Liebenberg, Continental’s General Sales Manager for Passenger & Light Truck Tyres Replacement SSA.
“The footprint growth relies on expanding the ContiPartner network and investing in the growth of this retail channel across the region,” Liebenberg states. “Additionally, we will be working with new partners to develop our ContiPartner Express stores in fuel stations and other environments. This includes supporting resellers and street market dealers who have the potential to grow into formal retail outlets.”
The German tyre company will also support independent branded dealers with their Continental Associate Program (CAP) stores, which are supplied with certain signage elements and preferential pricing in exchange for tyre purchases from its official distribution channel – a process that ensures optimal product quality and efficiency of all related services.
Continental Tire West Africa’s expanding retail presence is backed up by an extensive product portfolio covering all the major sectors. This includes truck, commercial and specialty applications as well as passenger car, 4×4, SUV and pick-ups.
Continental will roll out its proven truck tyre business in Ghana too. The Conti360° Fleet Services division caters for commercial customers, providing a range of services designed to achieve maximum efficiency and the lowest overall driving costs.
From the selection of tyres through to the correct fitting, ongoing monitoring and reporting, fast response in the event of a tyre breakdown to the proper handling of worn tyres, Conti360° is an exclusive all-round service that keeps the wheels of commerce and industry turning.
The Tyre Division currently has more than 24 production and development locations worldwide. The broad product range and continuous investments in R&D make a major contribution to cost-effective and ecologically efficient mobility. As one of the world’s leading tyre manufacturers with about 49,000 employees, the Tyre Division achieved sales of €10.4 billion in 2015.