Continental, one of the world’s leading tyre manufacturers and automotive suppliers is expanding its retail concept, ContiPartner, in Kenya. Continental currently distributes passenger and commercial vehicle tyres into Kenya and will be using the ContiPartner / Shell Vivo retail outlet concept to showcase its offering particularly in the 4×4 sector. This venture is in partnership with Silverstone Tyres (K) Ltd and is the 8th store to open its doors. “We wish to add value to our customers and this ContiPartner outlet gives us an excellent opportunity to service our customers’ needs in a convenient manner now with the added benefit of the full 4×4 offering”, said Shaun Uys, Managing Director of Continental Tyre.
The outlet service bay area at the Karen Shell Fuel Station, owned by Silverstone, has received a facelift to introduce the ContiPartner concept. The store situated at the Shell Spanneright premises will house six service bays, making it the biggest store currently within the Kenya ContiPartner network. Continental wishes to use this store to showcase what the company has to offer within its retail partnership programme. This is in line with the long term growth strategy of the tire division known as Vision 2025; the division is set to expand its networks and business in East Africa and beyond. Continental and Silverstone are planning to launch an additional 2 outlets by year end, bringing the total number of stores in Kenya to 10.
The ContiPartner retail concept was first established 20 years ago and is now experiencing a transformation in Africa. The business concept is based on seven marketing elements which cover product, price, promotion, place, positioning, people and processes. A great strength of the programme is that it is based on a loyalty programme where Continental Tyre partners with independent tyre dealers to enhance their business and to create more profit opportunities with its value proposition. “The synergy we have with our ContiParnter stores is a win-win for our brands and the partners involved”, enthused Saawan Shah, Managing Director of Silverstone in Kenya.
To launch this outlet a delegation of Continental Tyre executives including Managing Director Shaun Uys and General Manager Marketing and Sales Ian Langlands, will be traveling through Kenya to meet with various dealerships to share their Vision 2025 strategy for Kenya and East Africa.
“Continental is setting new benchmarks in the premium tyre segment, responding to tougher requirements and specifically targeting different areas of application with new passenger and commercial vehicle tyre families. The 4×4 community is seen as one of the fastest growing sectors in Africa. Continental understands the needs of our customers and we pride ourselves on having a multi-branded product offering to meet those needs,” says Ian Langlands, General Sales Manager of Continental Tyre South Africa.
Continental Tyre is confident that the market holds great potential. “We believe that the next logical step is for us to grow our strategic partnerships through our ContiPartner network which allows us to build relationships with stakeholders and also have a better understanding of the local environments and it’s communities,” stated Langlands.
“Our heritage, German engineering with customer focused technologies are at our core. As a responsible, leading company and trusted partner, we are dedicated to meeting our customer’s needs and exceeding their expectations. We are excited to able to use this platform to showcase our expertise and build relationships in the market,” says Uys.