Continental strengthens West African operation

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Continental strengthens West African operation

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Continental Tyre is looking to expand its retail concept in West Africa by enlisting the aid of Ghanaian partner, Rainbow Motor Workshop and Engineering, in re-launching its ContiPartner brand.

Simultaneously, the company has opened its first warehouse in Ghana, situated at Accra’s Tema Harbour, to facilitate its development in the region. As part of the initial phase of expansion, the Rainbow Motor’s owned ContiPartner store in Accra has received a facelift and enlarged its product ranges. Continental will use the outlet to showcase what the company has to offer within its partnership programme.

Ian Langlands, general sales manager at Continental Tyre SA, says the company prides itself on setting benchmarks in the premium tyre segment and will launch new passenger and commercial vehicle tyre families into the West African network.

“The logical step for us is to grow strategic partnerships through our ContiPartner operation, allowing us to build relationships with stakeholders and also have a better understanding of the market environment,” he says.

Shaun Uys, managing director of Continental Tyre Sub-Saharan Africa, says the company’s customer focused technologies are at the core of expansion plans. “We are excited to be able to use this platform to showcase our expertise and build relationships in the market,” he maintains.

Continental’s new warehouse – which is situated within the Bolloré Africa Logistics facility in Tema Harbour – offers flexible storage capacity and is aimed at facilitating a quick and efficient distribution service throughout West Africa.

“We expect delivery within 24 to 48 hours in Ghana and also a significant reduction in time to service surrounding countries,” says Johann Liebenberg, marketing manager for Continental Tire West Africa.

The targeted markets are estimated to be worth in the region of eight million tyres this year, growing to over 12 million in 2025. According to Liebenberg, tyres will be supplied via Continental’s plants in South Africa, Europe, Malaysia and America.

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