By Bruce Davis, Tire Business staff
LOUISVILLE, Ky. (April 1, 2015) — Continental Tire the Americas L.L.C. is rejuvenating the General Tire commercial tire brand, with an overhauled product range, a centennial-year-based marketing/advertising campaign and a nationwide road show designed to reinforce the brand's image.
The marketing/advertising campaign — dubbed “Powering the Future” — rolls out in dedicated trucking media and draws on the General brand's heritage as a commercial tire from its earliest roots, according to Alex Chmiel, Conti's director of marketing, commercial vehicle tires, the Americas.
In relaunching the General commercial product, the tire maker is pitching it to owner-operators and smaller fleets, those with up to 99 units (tractors and trailers), Mr. Chmiel said during a press conference last week at the Mid-America Trucking Show in Louisville.
As such, Conti is positioning the latest General truck tire lineup as a reliable, value-priced tire that delivers long tread life and improved fuel-efficiency vs. recent products.
Conti estimates the market demand from small and medium-sized truck operators at 10.7 million new truck tries and 7.5 million retreads a year.