LAS VEGAS—Continental A.G. is using its OE Technology Series Multi V-Belt as the centerpiece of a new initiative to align its North American automotive aftermarket products with the company's global expertise.
Continental used the Automotive Aftermarket Products Expo (AAPEX) Show, which ran Oct. 30-Nov. 1 at the Sands Expo in Las Vegas, as a way to promote its expertise on all of its belts, hoses, tensioners and timing kits and highlight a North American ad campaign focusing on its original equipment pedigree.
Moving forward, Continental aftermarket products will follow a new, consistent packaging design and appearance that will be the same for all regions worldwide, to allow distributors to provide aftermarket parts for automotive drive components under the same brand.
The transition is part of the company's strategy to energize and associate its North American products and services with its global automotive expertise, according to Dave Wenger, marketing manager, Continental aftermarket programs for North America.
"Continental," he said in a statement, "has a global reputation as the ultimate in technology, quality and reliable service, and the evolution to a uniform product image worldwide will strengthen our Continental brand even further and create a high level of acceptance along the distribution chain.
"Being under the umbrella of 'One Continental' allows us to share and communicate resources and knowledge among all businesses, increase focus on product development, and expedite innovative products to the automotive aftermarket, faster."