Continental Tires Awarded Preferred Partner in APAC Markets for the Global Tires Program

Continental Tires has been awarded as the Preferred Partner of the Global Mercedes-Benz After-Sales Tires Program for another term in the Asia-Pacific markets starting September 2020. The partnership extends within the APAC region in India, Japan, Korea, Australia, New Zealand, and Republic of China (R.O.C., Taiwan) for a two-year period, and in Malaysia for a year. The partnership involves an intensive cooperation with the development of special marketing concepts and the implementation of joint sales campaigns and sell-out promotions. This cooperation is a strategic win to strengthen the footholds in the region. The Preferred Partner Program, extended two years ago from Europe to Asia-Pacific, aims to create a closer and joint development of the tires after-sales, to facilitate in-store sales and enable knowledge sharing between Mercedes-Benz and tire manufacturer.

Ferdinand Hoyos, Executive Vice President, BU RE Tires APAC for Continental Tires expressed, “Premium vehicle manufacturers have the highest requirements on the quality and performance of its vehicles and demands no less of their tire supplier. This applies not just to the original factory-fitted tires, but also to the subsequent tire changes needed throughout the life of the vehicle. Continental’s shared commitment to premium quality and precision German engineering make us the ideal partner for this program.”

The APAC region is one of Continental Tires’ key growth markets and is expanding its footprint in the region through investments on various fronts – in its people, production, R&D, marketing, and distribution. In 2019, it officially launched production at its plant in Rayong, Thailand, to support its planned business growth in both original equipment and replacement business for passenger and light truck tires. Following its “In the Market for the Market” strategy, Continental Tires serves its APAC customers by continuing to innovate and meet customers’ requirements by understanding local customer demands and provide customized solutions accordingly.

As the winner of this tender for Preferred Partner in the selected APAC markets, Continental Tires will work jointly with the vehicle manufacturer to provide customers an excellent service experience and to offer the right homologated tailor-made Mercedes-Benz marked MO/MOE/MO1, MOS Continental tire for their vehicle. Continental tires and co-branded displays will be visible in Mercedes-Benz retail stores across the region. Additionally, customer events will take place jointly to highlight the importance of the correct MO-marked Continental tire. Continental Tires will also have access to central order and sales tools linking to Mercedes-Benz’s network and a direct online platform to fulfil orders.

This partnership provides a great platform for Continental Tires to further extend its presence in APAC, a focus region for achieving its strategic goals – and becoming the top three global tire company of choice. Ferdinand Hoyos adds, “As we have before, Continental dedicates its best people to support the program with tire business expertise and training. We are excited to extend this partnership and look forward to continuing our joint success in the region.