US Retailer Boosts Brand Strategy with Conti, General
An ex-sales director at Continental Tire North America has expanded the brand profile of a tyre and service centre subsidiary of XL Tire. The Pineville Tire & Service Center of Charlotte, North Carolina has added Continental and General to its portfolio in order to enhance its brand strategy for retail tyre sales. Pineville Tire is run by Jim Seidel, the former Director of Sales for Continental Tire North America and owned by the Seidel family.
“We are growing our tyre sales business very rapidly and our customers are increasingly requesting tyres that they had on their new vehicles as original equipment. As the former director of sales at Continental I know first-hand the strength that the Continental brand enjoys at the OE level,” says Seidel, who is CEO and president of XL Tire. Pineville Tire began phasing in the Continental brand after XL Tire purchased its assets in October. The company is now rapidly adding the Continental and General marketing lines.