Conti Markets Real-World Performance With a Touch of Fantasy

Building on the success of the ContiRoad Attack, Continental has rolled out a new advertising and marketing campaign to promote its new “Uber Sport” radial the ContiSport Attack. The new Attack campaign uses a new approach for Conti, with three distinctive characters, the Warrior Conti Girl and two Road Guards.

“The real-world urban performance and surefooted stability of the radials is reinforced by the ‘angels on your shoulder’ spirit of the Conti characters,” company representatives said. According to Continental, the Conti Girl character conjures the essential ingredient of the ContiSport Attack, the Black Chilli tyre compound. Continental’s original concept was for an archetypal Alchemist, but who wants to look at a wizened old bloke when we can all ogle an Uber hot warrior girl!

With or without a warrior girl, the Black Chilli compound, uses an “enhanced activated silica component” which reportedly gives the new radial the highest grip and angle of lean (50.8 degrees) in its class without sacrificing durability.

The advertising campaign’s other characters, the Road Guards are designed to represent “and embody the secure feeling that the Conti rider enjoy every time they use their bike on ContiSport or Road Attack radials.” The company hopes that riders, with the help of its characters, will be able to take the advice of the road guards and Fear No Road.

Continental UK is also offering an attractive dealer incentive. “Stock an in-demand product and don’t worry about paying for it for 90 days,” says the company. The extended terms offered by Conti on both the ContiSport Attack and ContiRoad Attack are a precursor to dealer benefits that are due to be offered through the “Conti-Club.” This is available in a limited form immediately, with the full Conti Club set to be launched in the early part of 2006.