PUNTA CANA, Dominican Republic—Even for a company that prides itself on consistency, Continental Tire the Americas L.L.C. recognizes that change can be positive.
After a dozen years of using the same tagline, the tire maker is in the process of changing its taglines, Travis Roffler, Conti's director of marketing, told dealers assembled at the firm's annual Gold Trip in Punta Cana.
The new line: The Smart Choice in Tires.
The complete description: Continental: The smart, confident tire brand whose knowledge and passion inspires confidence in others.
"We are the smart choice in tires," Roffler told dealers at the business meeting, held on the first full day of the five-day Gold Trip, running Aug. 8-12 at the Hyatt Zihara & Ziva Cape Cana.
The trip is awarded to dealers who reach certain incentives; this year, 316 dealers qualified.
"It's a combination of exceptional performance, as good as any Tier 1 brand, at a price that is a value proposition for the consumer, and all of the program highlights that provide this smart choice," Roffler said. "Not only from a consumer standpoint but also from a dealer standpoint and a distributor standpoint."
General Tire, too, is rolling out a new tagline: General Tire deLIVErs (with the emphasis on live).
Roffler said the pandemic gave the company time—the taglines have been in development for around a year and a half—to talk with dealers in order to get their input into both taglines.
Both campaigns will be rolled out in digital advertising, social media, point-of-sale banners and on the Conti website.