In order to harmonize brand presence for consumers, ContiTech premium air springs announced Wednesday it will officially transition to the worldwide brand name Continental. The change to a stronger, well-known name better connects to Continental’s technology brand.
The Continental brand is known globally with a high reputation with customers — consistently delivering world-class and innovative products and services. This rebrand enables Continental to make products more visible and increase market awareness as a premium supplier among customers. The only change customers will see first-hand is the transition of labeling on products and informative materials, the company says.
“We are excited about this change and look forward to the positive impact it will make,” says Garrett Oliveira, vice president of sales, USA & Canada. “Continental is a brand recognized and respected worldwide, and our products reflect that commitment to quality and service. Customers know they can rely on our team. We’ll continue to provide exceptional service and high-quality premium air springs under the Continental name.”
Continental offers the most expansive product portfolio of motion and suspension systems to the commercial vehicle aftermarket. In the past, the company says this portfolio consisted of three product brands: ContiTech, as the OE premium brand, with the widest product range and highest service; PHOENIX, the quality brand with 60 years of experience and various niche products; and PRIME-RIDE, the value choice with an attractive price/performance ratio. ContiTech products will now be traded under the Continental brand.
The brand update will be rolled out in the Americas first before being introduced to all global markets, the company says.