ContiTech premium air springs now under Continental name

FAIRLAWN, Ohio—While air springs help a vehicle harmonize with the road, ContiTech said rebranding its premium air spring lines to "Continental" will help the products "harmonize their presence ... with the global brand."

"We are excited about this change and look forward to the positive impact it will make," said Garrett Oliveira, vice president of sales for the U.S. and 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 said the rebranding improves visibility and enhances market awareness for the air spring lines, which typically serve the commercial vehicle aftermarket.

The products will be identical and the only change will be in the labeling, ContiTech said.

Under the new marketing plan, the main OEM line with a wide product range that had been sold under the ContiTech brand now will bear the Continental moniker.

The Phoenix brand, a name that's been around more than 60 years, will be the air spring for the "quality" tier of the market, while the Prime-Ride brand will be positioned as "the value choice with an attractive price/performance ratio," according to Continental.

The rebranding is expected to occur in the Americas before going global.