If you offer a premium “premium product” then you need to be offering a “premium service” – not just before and during the sales experience, but after it as well. That’s the philosophy held by Continental, a mindset that is increasingly resulting in upgraded processes and procedures and further use of technology to support customers and consumers after they have made their purchases. Along with the aim of offering a premium level of aftersales service to match what the company believes are the highest premium levels of its products. Several steps forward have already been made and several more are set to follow; they are all part of the company’s goal to lead the industry in this respect. And with aftersales performance amongst tyre manufacturers in general being variable, the company sees this as a particularly key way of demonstrating its overall value.