Continental Tyres sets up B200m office

Newspaper section: Motoring

The new 200-million-baht Continental Tyres (Thailand) office consolidates the company's operational focus in Southeast Asia, say company executives. ''It was only natural that Continental Tyres would seek to strengthen its position in Thailand, given the kingdom's strategic importance and status as an important regional hub of automotive manufacturing,'' said Benoit Henry, vice-president for the marketing and sales business unit for replacement tyres in Asia-Pacific.

Celebrating the opening of the new Thai office, from left: Wiroj Wachiradechkul, CTT country manager; Benoit Henry, vice-president for marketing and sales, replacement tyres for Asia- Pacific; and Peter Hofmann, director of marketing, replacement tyres for Asia-Pacific.

‘‘It was only natural that Continental Tyres would seek to strengthen its position in Thailand, given the kingdom’s strategic importance and status as an important regional hub of automotive manufacturing,’’ said Benoit Henry, vicepresident for the marketing and sales business unit for replacement tyres in Asia-Pacific.

Continental, which claims to be the world's fourth-largest tyre manufacturer, has gained a foothold in the Thai tyre market through a multi-brand strategy covering the aftermarket in the mass market and in European passenger cars, commercial vehicles, off-road vehicles and pickup trucks.

Its flagship products based on German technology include ComfortContact1, SportContact1, ContiPremiumContact2 and ContiCrossXContact AT.

CTT country manager Wiroj Wachiradechkul will spearhead the Thai unit in enhancing and streamlining distribution, marketing and competitiveness through the dealership network.

''Our Thai office [Olympia Thai Tower on Ratchadaphisek Road, Huai Khwang] will bring us closer to our customers and enable us to better respond to their specific, localised needs,'' he said. ''Our image will be further enhanced through ... sponsorship of the 2010 World Cup in South Africa.''

Continental's two divisions _ Passenger and Light Truck Tyres (PLT) and Commercial Vehicle Tyres (CLT) _ have plants in Petaling Jaya and Alor Seta in Malaysia for Asia-Pacific markets.

Continental will penetrate markets by establishing business relationships, staying close to its customers and delivering innovations employing German engineering, which accounts for a large share of the original equipment manufacturer (OEM) market for high-performance vehicles, said Mr Wiroj.

Continental Tyres is an affiliate of Continental Corporation, which had sales of more than 24 billion last year as a top supplier of automotive brake systems, powertrains and chassis, instrumentation, vehicle electronics, entertainment systems and tyres.