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Continental Tyre said on Wednesday that it 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 Tyre West Africa, according to a statement obtained by AUTO REPORT 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,” Shaun Uys, Managing Director of Continental Tyre Sub-Saharan Africa, said in the statement.
“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 added.
Continental Tyre 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,” said 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 stated.
“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.
Extensive product range
Continental Tyre West Africa’s expanding retail presence is backed up by an extensive product portfolio covering all the major sectors. This includes passenger car, 4×4, SUV, pick-up, truck, commercial and specialty applications.
It will also target fleet, government, lease and rental business opportunities in Ghana, as well as growing its port and mining product base in these crucial commercial sectors.
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