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Continental Tire will be expanding its presence in West Africa with the launch of a new legal entity for the region, based in Accra, the capital city of Ghana, on 20 April 2016.
“Expansion into the crucial Sub-Saharan Africa markets, and West Africa in particular, is a fundamental part of our growth strategy across the continent,” says Shaun Uys, Managing Director of Continental Tire Sub-Saharan Africa.
“The tyre industry in Africa is generally under-serviced by the major manufacturers, and is dominated by cheap imports. We’re aiming to change this with the establishment of the new legal entity for Continental Tire in Ghana, which will create the platform to expand our footprint and maximise our exposure in the market.”
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.
“Rainbow Motors remains a partner in Ghana, and is committed to growing the ContiPartner footprint,” says Johann Liebenberg, Continental’s General Sales Manager for Passenger & Light Truck Tyres Replacement SSA.
“However, the establishment of Continental Tire West Africa will enable us to increase our retail channels based on the successful model we use in the South African tyre market. This includes formalising agreements with new partners to expand the ContiPartner and ContiPartner Express retail and fitment outlets.
“This will be supported by a comprehensive multi-brand product strategy, comprising Continental, General Tire and Matador, ensuring that we can meet the needs and budgets across the full spectrum of the replacement tyre market, from individual customers through to fleet, rental and government sectors,” Liebenberg adds.
Continental is the company’s premium product range, providing class-leading performance, safety and braking. It has a high level of original equipment (OE) fitment amongst the world’s top automotive manufacturers.
Trusted American brand, General Tire, is the quality offering, matching proven performance with superb value-for-money. Matador is the company’s budget contender, which competes on price but retains a high level of quality and reliability.