Continental Tire North America Inc.'s new ad campaign for its Continental brand highlights the label's original equipment and replacement market position.
"The central theme of these new advertisements are large tire tread patterns illustrated to look like fingerprints," say Continental officials.
"The headline, 'Our fingerprints are all over the world’s finest automobiles,' supported by the sub-headline, 'Tires chosen by the world’s premier automakers,' demonstrates to consumers that Continental brand tires are of excellent quality and utilized by widely respected automobile producers."
The campaign is part of new marketing activities CTNA announced at its annual Gold Dealer meeting two months ago.
The Continental brand enjoys 13.2% share of the U.S./Canadian OE consumer tire market, according to Modern Tire Dealer research, up from 6.1% in 2004. Its share of the U.S. replacement passenger tire market is 1.5%.
