'Conti' will reduce confusion, CTNA tells dealers

March 16, 2007

Continental Tire North America Inc. (CTNA) will push the "Conti" name in its advertising in order to differentiate the Continental brand and company as a whole from Continental Airlines and other companies with the word "Continental" in their names.

CTNA officials told dealers at this week's Gold dealer program meeting in San Antonio, Texas, that its advertising efforts will focus on name recognition.

In the past, CTNA has relied on creating demand for its products "through the original equipment route, which is a very difficult arena. Now we'll support that with advertising and brand awareness (campaigns.)"

CTNA allocates about 18 million units to North American OE vehicle manufacturers per year.

"We're trying to get customers to come through your door and ask for the product. We don't have company-owned stores; you are our stores."