Continental maintains consistency in EV strategy

PLAYA MUJERES, Mexico—Consistency has been a hallmark of the Continental Tire the Americas team for more than a decade, no matter the challenge ahead.

So it goes to reason that despite the most revolutionary drivetrain change in over a century—electric vehicles overtaking internal combustion engine vehicles—the U.S. subsidiary of Hanover, Germany-based Continental A.G. isn't about to change.

The tires Conti produces for the OE and replacement markets—fitting both EVs and ICE vehicles—are one and the same. In other words, the product, like the team itself, is and will continue to be consistent.

That was the big message that the roughly 600 dealers, vendors, Conti personnel and guests heard during the Continental Gold Trip, held March 20-24 at the Atelier Playa Mujeres all-inclusive resort, located near Cancun. Approximately 300 dealers qualified for the event, including 36 first-timers.

The Gold Trip is being held in the spring for the first time since 2019. The pandemic canceled the 2020 event, while the 2021 and 2022 events were held later in the year, based on the pandemic aftermath.

"That's kind of exciting for us," Bill Caldwell, Conti's senior vice president of sales and marketing, said about the schedule. "There's no need for additional adjustments and planning."

And that's exactly the same message that Joe Maher, the product manager, passenger and winter tires for the Fort Mill, S.C.-based firm, told dealers repeatedly.

While many other manufacturers are producing and developing tires specifically for EVs, Conti assured dealers that its current and future lineup of tires will suffice for either type of drivetrain.

Conti has OE fitments with EVs manufactured by Tesla Inc., Audi A.G., General Motors Co.'s Chevrolet brand and Nissan Motor Co., among others. The tire maker said it has fitments that cover 90 percent of EVs on the road today.

"We are EV ready," Maher told dealers. "All of our tires are designed to be put on an electric vehicles."

Maher noted five characteristics that differentiate EVs from ICE vehicles: Torque (in EVs it's instant); efficiency (EVs are more efficient); weight (EVs are heavier); noise (EVs are quieter); and range (what impacts the range of a battery charge).

The importance for tire makers, he said, is rolling resistance, defined as the amount of energy it takes to keep a tire rolling at a constant speed. Rolling resistance can affect range by up to 10 percent—typically, that number is between 5 percent and 7 percent.

"Rolling resistance has improved over time in our car parc portfolio with increased construction, stronger materials," Maher said. "A lot of that development for OE is incorporated where it works in our replacement tires. The kind of materials we use is similar. All of our tires, regardless if it's an OE or replacement tire, has a low rolling resistance strategy. "

Similarly, Maher said the technology for developing quieter tires is the same, whether the tire will fit an EV or ICE vehicle. And that applies to weight, too.

"Four-cylinder and 8-cylinder cars weigh differently, but they have the same tire size," he said.

"The key is the car manufacturer is responsible for taking the weight, the load that can be put in the vehicle, and the vehicle dynamics, to pick the tire size and the load bearing capacity and speed rating for that vehicle. As long as the tire dealer is putting the same load index that came original for that car, you're doing exactly what is necessary for that consumer."

Maher said Conti's portfolio offers EV consumers a choice: Do they prefer more focus on tread life and traction, or more focus on noise and range.

Conti will start manufacturing tires with "EV" and a check mark on the sidewall to signify to consumers that the tires are "EV ready." Still, he said, any Conti tire will perform well, no matter the drivetrain.

"It's about what the vehicle needs and it's about the consumer wants," Maher said. "Do they really want a different tire? All of these things are important. Range is important because (the EV) infrastructure is not there. It really depends on what consumer wants."

Meanwhile Travis Roffler, director of marketing, gave dealers a breakdown of Conti and General's marketing efforts moving forward.

Last year, Conti debuted a new slogan, "Continental: The Smart Choice in Tires." Its challenge has been to deliver that message through Conti's sports sponsorships, particularly Major League Soccer and NCAA basketball.

Roffler previewed commercials with soccer and former college basketball stars, making that point for consumers.

"Everything we do in marketing is to drive to you, the dealers, for consumers to make a smart choice for Continental Tire and for your dealership," Roffler said. "Everything we're doing is driving to that endpoint because that is where it all happens.

"We can't sell tires to a consumer because we don't sell tires to consumer. You do. We want to make sure the consumer knows the smart choice is to buy the tires at your dealership."

Roffler said his team is working on the same challenge with the new General Tire slogan: General Tire deLIVErs (with the emphasis on live).

The message, Roffler said, is that "whatever it is you want, to family, to your friends, making your lifestyle come to life."

"Whether it's performance, off-road capability, on-road capability, whatever you're looking for in a tire, General Tire delivers."

Debbie Richards, manager of the Gold program, told dealers that the goal is to keep improving the program and provides all the tools and vendor connections to make the independent dealer successful.

"We realize that your businesses and your lives are interwoven," she said. "We're so honored you've chosen to be a part of the Gold program. Without you, there is no us."