In India, it is the Conti-V belt that is synonymous with other belts of different names.
"This will eliminate these inconsistencies," Jack said. "That is what we are working toward with this rebranding."
COVID provided a stark reminder of the benefits to uniformity.
"When the Chihuahua (Mexico) plant shut down (in 2021), it was a plant that produced a lot of common belts for North America," Jack said. "And many of those customers were out of luck for six weeks or more because they did not necessarily know to look for the same belt (under a different name).
"This is an excellent example as to why we are moving toward that global harmonization—because unforeseen circumstances will happen again in the future. If this happens in an emergency again, we can provide a consistent product across the planet."
Ogden said the transformation will provide needed transparency for customers.
"This offers flexibility going forward," she said. "It gives us the flexibility to fully utilize our manufacturing footprint."
And it is one of the many reasons Conti chose the somewhat self-evident "Continuity" branding, as all products and services now can be delivered uniformly to partners and customers, the company said in a Jan. 31 release.
ContiTech, one of three major business units for Continental along with automotive and tire, has six distinct segments itself, including the power transmission (industrial) group; conveying solutions; industrial fluid solutions; surface solutions; mobile fluid systems; and advanced dynamics solutions.
Within power transmission, Ogden said ContiTech focuses on industrial applications such as sand and gravel, aggregate, food and beverage, HVAC and ACHE, or air-cooled heat exhangers for the V-belt and synchronous, or timing belt, spaces.
Logging and lumber, material handling and packaging, recycling and energy extraction also are prominent V-belt-driven markets.
Besides V-belts and timing belts, ContiTech manufactures poly-V belts, flat belts and other specialty belt drives.