Continental Aligns Automotive Aftermarket Products in North America with Global Expertise

Continental carried out a major branding revamp for its drive system aftermarket in North America. The product line of the Continental’s North American automotive aftermarket business will now be aligned closely with the company’s global technologies and expertise.

The company will use the Continental OE Technology Series (OETS) Multi V-Belt as the focal point of this initiative and will also promote its range of belts, hoses, tensioners and timing kits.

Rolf Sudmann, who oversees the aftermarket business for drive systems at Continental said that today’s automotive innovations are the future of the aftermarket business tomorrow. The company has significant corporation-wide synergies, and hence customers can take heart in its ability to quickly adapt current OE trends to the special needs of the aftermarket. Thus, Continental will be able to offer demand-driven solutions that will be popular among distributors and professional repair technicians.

“The transition is part of our strategy to continuously energize and associate our North American products and services with our global automotive expertise,” added Dave Wenger, marketing manager, Continental aftermarket programs for North America.

Continental has a global reputation for offering products that offer the highest levels of technology, quality and reliable service, and having a uniform product image worldwide will strengthen the Continental brand even further and create a high level of acceptance along the distribution chain, according to Wenger.

The first product to make the transition will be the straight ribbed belt from the helicog, staggered profile belt. The belt has been modified to align with Continental’s original equipment belt. Wenger said that being under the umbrella of ‘One Continental’ will make it possible for Continental to share and communicate resources and knowledge among all businesses, increase focus on product development, and expedite innovative products to the automotive aftermarket, faster.

There would also be a change in the packaging design as Continental aftermarket products will follow a new, consistent packaging design and appearance that will be the same for all the regions in the world.

The company said distributors will benefit from the new design because now all aftermarket parts for automotive drive components from Continental can be distributed under the same brand.

Continental will also be launching a new North American advertising campaign as part of its drive to promote its expertise, technologies and synergies worldwide.