Tire Business Special Report TGI broadening It’s been a quiet year Brands at a TireBrandsReport 10 Cosmo portfolio 10 for branding 12-13 glance listing Directory of private brand marketers 14-16 Import brand marketers 17-20 Flag-associate brand marketers 21-22 May 13, 2019 $79 per year, $4 per copy www.tirebusiness.com Keeping the message consistent Conti unveils four products at Gold Trip, but message to dealers remains same By Don Detore we have been doing it a long time,” said Chris
[email protected] Charity, vice president of sales, noting that CABO SAN LUCAS, Mexico he, Mr. Rof er and Bill Caldwell, vice presi- Sure, there was the requisite new prod- dent of sales and marketing, have all been in ucts — four to be exact — as well as re- their respective positions for a decade-plus. views of the latest dealer program and “It’s very different from other compa- marketing initiatives, but leaders of Con- nies, but it works for us,” Mr. Charity said. tinental Tire the Americas L.L.C. had one “We found ways to grow, and we face big overwhelming message during the recent challenges every year, but we keep it fresh dealer meeting: Consistency. and nd solutions moving forward.” Coming off one of the most disruptive In fact, it was Mr. Caldwell’s initial greet- years in the tire industry, during which ing to dealers — when he told them that Con- four of its competitors made a push to con- ti will continue to focus on producing a quali- trol the distribution market, Conti wanted ty product and partner with distributors “who to make one thing clear to the record 375 support our brands and support dealers who dealers — including 62 rst-timers — who want to sell our brands the right way” — that quali ed for the 15th annual Gold Trip.