What's in a Name Change? Continental Tire the Americas Explains

Previously known as Continental Tire North America, the new name for the passenger, light truck and commercial vehicle tyre divisions in the region is now Continental Tire the Americas LLC. The change was made to better reflect the growth of the tyre maker in both North and South America, the company said this week.

“We felt this name change was appropriate due to our growth in the key South American markets, as well as our improved market position in North America,” said Matthias Schoenberg, CEO of Continental Tire the Americas. “It better reflects our current scope and our future focus on our business throughout the Americas region.”

One of the key actions in 2009 that led to the decision to modify the name was the acquisition of a leading passenger, light truck and commercial tyre company in Latin America, Compania Ecuatoriana del Caucho S.A. (ERCO). The Ecuador-based company includes a tire plant in Cuenca, as well associated operations including a rubber plantation, retreading plant, tyre import businesses and various retail chains in the Andean region, Continental said. (Tire Review)