Continental Tire has embarked on a growth strategy in sub-Saharan Africa as the company officially launches a new entity in Ghana, Wednesday.

The new division, Continental Tire West Africa, will focus on the company’s efforts on developing the local market and getting the most out of its exposure across the region.

“The launch of the new division is driven by our African Dawn initiative recognizes the growing economic importance of African on a global scale," says Shaun Uys, the managing director of Continental Tire Sub-Saharan Africa.

Uys says, “The new division will enable us to achieve this by expanding our distribution channels and the number of retail outlets, targeting new business opportunities in the fleet, rental, government, ports and mining sectors, and having a dedicated team based in Ghana to drive this process.”

Founded in Hanover, Germany, in 1871, the automotive supplier and industrial partner, the Company present solutions that help keep people safer and healthier.

Continental Tire has an existing presence in Ghana, through a long-term corporation in the company of Rainbow Motors. The local company has a warehouse and ContiPartner dealer in Accra, as well as a network of independent dealers across the country.

“Following the successful model that is used in the highly competitive South African market, the new legal entity will enable us to involve existing and new partners to further expand our reach across the region, thus accessing a far broader market with top-quality products and fitment services”, says Johann Liebenberg, Continental’s General Sales Manager for Passenger & Light Truck Tyres Replacement SSA.

It currently employs more than 208,000 people in 55 countries.