Conti Hooks Up With Giovanna in Marketing Deal

(Akron/Tire Review) Continental Tire North America (CTNA) has entered into a joint marketing partnership with Wholesale Tire and Wheel Corp., North American marketers of the Giovanna custom wheel line. In the deal, CTNA will introduce a special limited edition ContiSportContact 2 Giovanna tyre. The new tyre will be launched at next week’s SEMA Show, and will be available in sizes 265/30ZR22 and 295/25ZR22.

“We are very excited about the marketing partnership with Giovanna (WTW) at this year’s SEMA show. We see it as a win-win for both companies,” said Andreas Gerstenberger, CTNA’s vice president of sales and marketing. “The partnership is an excellent opportunity to combine each company’s marketing and branding efforts in order to increase our presence in the premium vehicle market.”

“We are pleased to work with a renowned premium tyre manufacturer like Continental,” said Diko Sulahian, president of WTW. “We understand the premium vehicle niche market and have recognised a need for a high performance tyre with larger, customised fitments. This unique venture with CTNA, combined with the ContiSportContact 2 Giovanna edition, allows us to meet that demand.”

Both companies said the partnership “will create a force in the industry by combining a lifestyle-driven wheel company with a technology-and-performance-minded tyre company. The new product provides an opportunity for customers to acquire the trendsetting style and fashion of a Giovanna wheel with the unparalleled performance and technology of a Continental tyre. The goal is to harness the fusion of technology and style to provide increased brand awareness.”