The problems Continental faces in the US are more or less ‘homemade’. The problem is there doesn’t appear to be any solution available unless you call a total tactical retreat from the biggest market in the world a solution. In the event that this happens, it is more than likely that the company would call such a decision to cease selling tyres in the US a “strategic withdrawl.”

In 1987 the Continental group did not have the financial resources (and was later unwilling) to spend the amount of money necessary to build up the company’s Continental and General brands. Now the current management has to pay for all the shortfalls left behind by its forbears. Meanwhile, in the midst of all this the US-arm of the group’s tyre division is again going to the dogs with a loss of more than 100 million euros. Nobody believes that a turnaround will take place this year, even though CEO Manfred Wennemer and his colleague Martien de Louw have suggested time and again that it would.