Continental Tire launches new legal entity for West Africa

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Continental Tire is embarking on a growth strategy in sub-Saharan Africa with the launch of a new legal entity in Ghana. This new division will focus on developing its services in the local market and maximizing the company’s exposure across the region.

“The launch of the new West Africa legal entity is driven by our African dawn initiative, which recognizes the growing economic importance of African on a global scale,” said Shaun Uys (left), managing director of Continental Tire Sub-Saharan Africa (SSA).

“As one of the world’s top three tire manufacturers, Continental has an important role to play in developing the industry across the continent by expanding its footprint, increasing the range of products and delivering improved customer service and support.

“The new division will enable us to achieve this by expanding the 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,” Uys said.

Johann Liebenberg (right), Continental’s general sales manager for passenger and light truck tires replacement SSA, noted, “Following the successful model that is used in the highly competitive South African market, the new legal entity will enable us to involve existing and new partners to further expand our reach across the region, thus accessing a far broader market with top-quality products and fitment services.”

April 28, 2016

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Rachel's career in journalism began around five years ago when she started working for UKi Media & Events, having recently graduated from Coventry University where she studied the subject. Her favourite aspect of the job is interviewing industry experts, including researchers, scientists, engineers and technicians, and learning more about the ground-breaking technologies and innovations that are shaping the future of the automotive and tire industries.

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