In a boost for its products, Continental Tire North America Inc.'s (CTNA) Commercial Group has launched a new set of print ads and has earned partner status from John Deere.
The group's latest ads tout the new generation of Continental truck tires as unique in that they offer long original mileage and low rolling resistance. One, titled ``The Perfect Balance,'' features two tires suspended as weights from a traditional scale. Another shows tires being deposited into a piggy bank.
CTNA's ``Yellow Campaign'' ads promote both truck and off-the-road products and can be seen in trade publications such as CCJ, Heavy Duty Trucking, Fleet Owner, Equipment World and Construction Equipment.
``Consumers have reacted very positively to the Yellow Campaign advertisements,'' said Clif Armstrong, director, OE and brands management for Charlotte-based CTNA. ``Our marketing department continues to find new concepts that keep the ads fresh and exciting.''
John Deere's Davenport Works recently presented CTNA's Commercial Group with partner status in its Achieving Excellence Program for the seventh consecutive year. To gain partner status, suppliers must be proficient in five key areas: product quality, on-time delivery, technical support, cost management and wavelength, which gauges initiative, attitude, responsiveness, attention to detail and communication.
``Winning partner status for the seventh consecutive year proves we excel in meeting, and even surpassing, the stringent requirements and high expectations of original equipment manufacturers,'' said Bob Harnar, CTNA director of OE and international sales. ``We thrive on going beyond the standards the industry deems acceptable and consistently reach higher levels of service. That's what separates us from other suppliers. We're more than a supplier. We're a partner.''
CTNA also is a 2000 inductee into Deere's supplier Hall of Fame.