On 20 April 2016, Continental Tire embarked on its growth strategy in Sub-Saharan Africa with the official launch of a new legal entity in Ghana. The new division, Continental Tire West Africa, focuses the company’s efforts on developing the local market and maximising its exposure across the region.
The launch of the new West Africa legal entity is driven by our African Dawn initiative, which recognises the growing economic importance of African on a global scale. As one of the world’s top three tyre manufacturers, Continental has an important role to play in developing the industry across the continent by expanding our footprint, increasing the range of products and delivering improved customer service and support.
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.
The footprint growth relies on expanding the ContiPartner network and investing in the growth of this retail channel across the region. Additionally, we will be working with new partners to develop our ContiPartner Express stores in fuel stations and other environments. This includes supporting resellers and street market dealers who have the potential to grow into formal retail outlets.
Numerous opportunities await us and we look forward to further expansion.
The launch event was attended by numerous parties including local government representatives and dignitaries, members of the automotive industry, Continental staff and members of the media.