uk.superbrands.com Superbrands UK Vol.22 Continental Tyres develops pioneering technologies and services for the 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 and transportation Market Continental generated sales of €37.7bn in 2020 and currently employs approximately 193,000 people in 58 countries and markets. In 2021, the company celebrates its 150th anniversary. Product Continental ranks among the technology leaders in tyre production and offers a broad product range for passenger cars, commercial and speciality vehicles, as well as two-wheelers. Through continuous investment in research and development, Continental makes a major contribution to safe, cost-effective and sustainable mobility. In 2021, Continental launched the new SportContact ™ 7, a high-performance tyre for sporty vehicles. During the development of the new tyre, Continental placed value on improving all performance criteria in order to combine maximum driving pleasure with maximum safety and sustainability in the field of UHP tyres (the ultra-high performance tyre segment). Continental is contributing to society and towards shaping the future through its sustainability commitment. The aim is to achieve this by continually investing in research and development to drive innovative technologies, alternative and sustainable materials, as well as environmentally friendly production processes. Some of the sustainability initiatives currently in place include Taraxagum dandelion rubber and the use of recycled PET bottles. Since the opening of the Taraxagum Lab in 2018, Continental has released the popular Urban Taraxagum bicycle tyre, the first mass production product with Taraxagum. Although still in its development stage, Taraxagum, in the future, will be used in car and truck tyres. In partnership with fibre specialist OTIZ, Oriental Industries (Suzhou) Ltd, Continental will be introducing the use of recycled PET bottles into the production of tyres from 2022 to help conserve valuable resources in tyre construction. The plastic bottles will be turned into a new sustainable polyester yarn and used in the construction of the tyre carcass. By 2050, at the latest, Continental aims to successively use 100% sustainably produced materials in its tyre products. Achievements The market-leading approach of Continental has been frequently recognised with a range of UK tyre test wins and international awards. Continental’s AllSeasonContact ™ claimed ‘Best All-Season Tyre’ at the Auto Express Product Awards 2021, following success with the same tyre in the Auto Express 2020 All-Season tyre test. Continental’s tyre test success would not be possible without its commitment to technical excellence and innovation, ensuring its tyres deliver superb braking, handling and performance. Continental tests more than 140,000 tyres every year in different conditions at its main testing site, the Contidrom in Hanover, Germany. Continental is the only tyre manufacturer to have an automated braking test centre, enabling 24/7 year-round testing. Continental is the leading tyre choice for the world’s top car manufacturers, with more than 800 current model approvals. If vehicle manufacturers trust the tyre brand’s products, drivers can too. Due to go into operation at the Contidrom in 2022, Continental has also invested in a state-of-the-art dynamic driving simulator. The aim is to develop its premium tyres for the original equipment business even more efficiently, sustainably and precisely, in line with customer requirements in the future. This ‘driver-in-the-loop’ simulator (DIL) will allow Continental’s professional test drivers to assess a range of driving parameters, in a diverse range of virtual test scenarios and driving situations. The use of the simulator also has environmental benefits. By reducing the amount of road and track testing, Continental can reduce the number of test tyres produced. 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, Continental produced the first ever automobile tyre with a patterned tread DID YOU KNOW?