Roffler said studies show that 86% of consumers do some sort of research before purchasing a set of tires, which can represent an investment of $1,000 or more.
Some questions consumer might ask include: How many engineers were involved in making the tires? Were they tested on multiple terrains? In various conditions? How did they perform?
Does the company have confidence in the product?
Roffler pointed out that Conti just added trip insurance to its Total Confidence package, which also includes a 60-day buy-back guarantee.
"The smarter choice in tires makes the consumer say, 'If I don't choose Continental, then I'm not making the smart choice,'" Roffler said.
Conti tires, he told dealers, offer "a combination of exceptional performance, as good as any Tier 1 brand, at a price that is a value proposition for the consumer, and all of the program highlights that make this smart choice, not only from the consumer standpoint, but also from a dealer standpoint and distributor standpoint."
Conti's General Tire brand, too, is rolling out a new tagline: General Tire deLIVErs (with the emphasis on live).
Both campaigns will be rolled out in digital advertising, social media, point-of-sale banners and on the Conti website.
Roffler also pointed out other marketing highlights for the Conti and General brands, including:
- Supplying tires for the new Toyota Gazoo Racing Cup, a 14-race circuit that will kick off in seven venues in 2023;
- Conti's 15-year sponsorship of Major League Soccer, which will grow to 29 teams next year;
- The continuing sponsorship of college basketball games and tournaments, including the Big Ten and Big East Conference tournaments in March 2023; and
- General's continual involvement as the official tire of Major League Fishing circuit.
Roffler joined Bill Caldwell, Conti's senior vice president of sales and marketing for the Rock Hill, S.C.-based U.S. subsidiary of Germany's Continental A.G., and Chris Charity, vice president of sales, to discuss a variety of industry- and company-related topics with Tire Business.
Here are the highlights: