Leading manufacturing passenger and light truck tyres giants, Continental Tire has launched a new legal entity in Ghana in a colourful ceremony in Accra.

The initiative, forms part of the company’s growth strategies in Sub Saharan African with a new division, Continental Tire West Africa, which focuses the company’s efforts on developing the local market and maximizing its exposure across the region, with a vision known as Vision 2025.

Managing Director of Continental Tire Sub-Saharan Africa Shaun Uys said in a post-launch interview that “This launch is driven by our African Dawn initiative, which recognizes the growing economic importance of African on a global scale.

He added that “ 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.”

He revealed that Continental Tires has an existing presence in Ghana, through a long-term partnership with Rainbow Motors, a local company with a warehouse and Conti Partner dealer in Accra as well as a network of independent dealers across the country.

According to Johann Leibenberg, Continental General Sales Manager for Passenger & Light Tyres Replacement SSA the huge success the model has chalked in the competitive South African Market (The new legal entity) will enable his outfit to involve existing and new partners to further expand its reach across the region saying, “accessing a far broader market with top-quality products and fitment services. We will be supporting resellers and street market dealers who have the potential to grow into formal retail outlets.”

Continental Tire West Africa’s expanding retail presence is backed up by an extensive product portfolio covering all the major sectors, which includes passenger car 4x4, SUV, pick-up, truck, commercial and specialty applications.

Continental, founded in Hanover, Germany, in 1871 is an automotive supplier and industrial partner which offer solutions that help keep people safer and healthier.

It is the company’s premium product range, providing class leading performance, safety and braking with a goal of bringing safety to the street without compromises in driving comfort and pleasure for over 140 years.

It ranks among the top five automotive suppliers worldwide.