Continental Tire will expand its presence in West Africa with the launch of a new legal entity for the region in Accra, Ghana, this week.

“Expansion into the crucial sub-Saharan Africa markets and West Africa, in particular, is a fundamental part of our growth strategy across the continent,” says Shaun Uys, managing director of Continental Tire sub-Saharan Africa.

“The tyre industry in Africa is generally under-serviced by the major manufacturers and is dominated by cheap imports. We’re aiming to change this with the establishment of the new legal entity for Continental Tire in Ghana, which will create the platform to expand our footprint and maximise our exposure in the market.”

Continental Tire has an existing presence in Ghana, through a long-term partnership with Rainbow Motors. The local company has a warehouse and ContiPartner dealer in Accra, as well as a network of independent dealers across the country.

“The establishment of Continental Tire West Africa will enable us to increase our retail channels based on the model we use in the South African tyre market. This includes formalising agreements with new partners to expand the retail and fitment outlets,” adds Johann Liebenberg, Continental’s general sales manager for passenger and light truck tyres replacement, SSA.

“This will be supported by a multi-brand product strategy, comprising Continental, General Tire, and Matador, ensuring that we can meet the needs and budgets across the full spectrum of the replacement tyre market, from individual customers through to fleet, rental and government sectors,” Liebenberg adds.