Continental Launches ‘Elite’ Aftermarket Brand at This Year’s AAPEX

Continental is taking AAPEX 2015 by storm with the launch of its new premium aftermarket brand called Elite for the North American market.

The new brand is designed to label and identify the German company’s aftermarket products, including power sports, heavy-duty truck parts, automotive parts and outdoor power equipment product as well as its hoses, aftermarket timing products and related accessories. The branding will use the unique Continental corporate colors with a registered Elite logo and will be customized or every specific product line and component kit.

Included in the Continental Elite automotive parts are hose, tensioners/idlers, timing belts, timing belt kits, de-couplers, Poly-V belts with Quiet Channel Technology and a selection of tools and accessories. The Continental Elite heavy-duty truck parts consist of tensioners with Accu-Drive Technology, belts, hose and hydraulic hose. The company’s power sports parts consist of belts with Carbon Fiber Technology while the outdoor power equipment product offerings include belts featuring Insta-Power Technology.

According to Tom Lee, Continental’s marketing manager for North American aftermarket products, the products would not change from what was offered with Veyance Technologies, which was purchased by Continental this year. He said that it is just a fresh branding for their products that would be available to the automotive and heavy duty aftermarkets in the U.S., Canada and Mexico, and the sale of the business to Continental has expanded their expertise in products, design and knowledge. “We will continue to offer marketing and R&D support as well as catalog and application support. Our products will continue to provide a compatible OE match – fit, form and function.”