On 23 & 24 April 2016, potential clients of Alliance Motors (a subsidiary of TATA Motors of India) were invited to experience the latest offering of Jaguar and Landrover products. The event was held at the Hillbury Hotel in Aburi, Ghana.
General Manager of Alliance Motors, Martin Madsen, invited Continental Tire West Africa, to co-brand the event with Continental and General Tire brand material. This was seen as a natural fit, as Continental is viewed as a premium product which would positively supports his own premium product offering to the market.
The Continental brand is a premium fit for the high end Jaguar product, whilst both the Continental and General brands are suited to the Land Rover offering. This can be found in the on-road offering, and All Terrain, Mud Terrain offerings.
The event was a great networking platform for Continental Tyre and a first of its kind for Ghana. Both Johann Liebenberg, Director Continental Tire West Africa, and the General Manager of Allinace Motors, Martin Madsen, agreed to look at combined opportunities for future events as premium product suppliers to the market.