Brian Beierwaltes, head of marketing at Continental Tire in the U.S., explains how this simple filter keeps investments focused on dealer success

At Continental Tire, every marketing project must pass one simple test: does this sell tires? Speaking on AftermarketNews’ DriveTime program, Brian Beierwaltes, head of marketing for U.S. passenger and light truck tires, explains that the question helps determine whether an initiative truly helps dealers sell more and grow their business. Programs that fail to deliver meaningful results are set aside, while feedback from dealer councils helps fine-tune the offering.

A program at the heart of the strategy

The Gold Dealer program is the cornerstone. Over the years, it has expanded to include sales incentives, training on the Engage 360 platform, marketing resources, financing solutions, and a suite of business tools. These benefits are often difficult for independent dealers to access on their own.

Making the case for premium tires

For Beierwaltes, value comes down to the balance between a brand’s promise and its price. Continental therefore highlights its technology, testing and Total Confidence Plan, while equipping dealers to win over customers during the short window when they make their choice.

Crédit image : Continental