To drive forward the expansion of its passenger and light truck tire (PLT) as well as commercial vehicle tire (CVT) replacement business in the Middle East and North Africa (MENA), Continental has relocated business units from Hanover in Germany to Dubai, where the marketing, sales, customer services and controlling functions for the region have been based since the beginning of this year.

“In line with our motto ‘in the market for the market,’ through this step we are sending out a signal to our customers and to drivers in the region. We are aiming to use the new proximity to help us gain a better understanding of local requirements in more than 15 countries – and offer optimal solutions,” said Hartmut Wöhler, head of Marketing & Sales PLT Replacement EMEA.

With this move, the tire manufacturer said it is continuing the systematic pursuit of its long-term strategy “Vision 2025” as well as taking account of the cultural, commercial, and legal context in the Middle East region and in North Africa. As the new location brings all of the business unit’s functions under one roof, Continental said it will now be able to respond more rapidly to customer enquiries and wishes.

“We are not only delighted that all of our systems are now up and running in Dubai, too. We are also pleased to say that all of the employees who previously worked at our Hanover location had the chance to either move with us to Dubai or to take up another challenge within Continental Group. Our second base in MENA is now in Casablanca,” adds Jon Ander Garcia, head of PLT and CVT Replacement Middle East and North Africa, who is reporting to both Wöhler and Herbert Mensching, head of Marketing & Sales CVT Replacement EMEA.

The tire manufacturer has been pursuing its Vision 2025 since 2011. In the meantime, more than two billion euros have been invested in the expansion of production capacities, as well as in tire technology and new processes and systems designed to facilitate sustainable profitable growth.