UK Volume 21 Superbrands UK Annual Vol.21 Continental develops pioneering technologies and services for sustainable and connected mobility of people and their goods. Founded in 1871, the technology company offers safe, efficient, intelligent and affordable solutions for vehicles, machines, traffic and transportation Market Continental is renowned as a leading premium tyre manufacturer, offering best in braking across all weather conditions. The German manufacturer is in fact much more than a tyre brand; also being one of the world’s leading automotive suppliers, shaping the automotive landscape for a safer future with the aim of zero fatalities, zero injuries and zero crashes. Generating sales of € 44.5bn in 2019, it currently employs more than 230,000 people in 59 countries and markets. Continental continues to succeed in independent tyre tests across Europe. Product Over the last 149 years, Continental has built a rich heritage of developing ground-breaking technologies and mobility solutions, offering a range of tyre fitments for all applications. Continental works with manufacturers to develop ground-breaking solutions, whilst looking to the future with tyre concepts such as Conti C.A.R.E. This revolutionary concept facilitates efficient mobility management for fleet operators. Sensors built into the structure of the tyre enable data on tread depth, possible damage, tyre temperatures and pressure to be provided to the ContiConnect Live application. Additionally, the Conti C.A.R.E concept features technology concepts that allow tyre pressures to be adjusted. Sustainability is at the heart of everything Continental does, which is why it has continued with the development of Taraxagum dandelion rubber. Since the opening of the Taraxagum Lab in 2018, Continental has released the popular Urban Taraxagum bicycle tyre, the first mass production product to use this material. Although still in its development stage, in the future Taraxagum will be used in car and truck tyres. Achievements The market-leading approach of Continental has been frequently recognised with a range of UK tyre test wins and international awards. In 2019, Continental was awarded the Auto Express Product of the Year following a hat trick of wins in the Auto Express summer, winter and all-season tyre tests, the first tyre manufacturer to win all three tyre test awards in a single year. Continuing its tyre test success, Continental also won the Tyre Reviews Ultimate Summer Tyre Test with the PremiumContact ™ 6. Continental’s commitment to technical excellence and innovation ensures its tyres deliver superb braking, handling and performance. It is the only tyre manufacturer to have an automated braking test centre, enabling 24/7 year-round testing. Continental completes more than 700 million test miles annually and more than 200 rubber compounds daily. Continental is the leading tyre choice for the world’s top car manufacturers, with more than 800 current model approvals. If car manufacturers trust the tyre brand’s products, drivers can too. Over the past year, Continental Tyre Group Ltd was named as the inaugural winners of the Tyre Industry Environmental & Sustainable Solution Award. Sustainable management and social responsibility are among the fundamental values of Continental. This was recognised by the judges who praised Continental’s approach to reducing carbon emissions and its use of alternative sustainable materials. Continental’s forward-thinking approach can also be seen in its partnership with Kordsa to produce sustainable Cokoon dip technology. This revolutionary process introduces an eco-friendly dip technology during the textile reinforcement process. To assist with making this an industry standard, the innovative technology is available as an open source, with the first 250,000 passenger car tyres now in series production. Recent Developments Over recent years, Continental has developed a range of partnerships to maximise its brand awareness across audiences. Working closely with adidas, Continental continues to bring advanced tyre technology to the soles of trainers, creating rubber compounds with exceptional grip in both wet and dry conditions. Marking 10 years since the beginning of the partnership, 2020 has seen more than 137 different models featuring Continental soles. The brand’s commitment to safety and performance extends to its partnerships with leading cycling events such as Prudential RideLondon, Tour de France, Giro d’Italia and Continental soles feature on 137 different models of adidas trainers DID YOU KNOW?