GETTING TO GRIPS
WITH CONTINENTAL TYRES
Continental is one of the world’s leading tyre manufacturers, with its two-wheel division supplying motorcycle and bike tyres to riders across the globe. WDA was brought in to help reposition the brand and give it a personality that matched the passion of the riders.
The Challenge
WDA’s relationship with Continental began through Cambrian Tyres, the brand’s largest UK distributor. Our initial remit was to support targeted trade and consumer campaigns designed to grow sales of Continental’s two-wheel range in the UK.
The strength of that work led to conversations with Continental’s central marketing team in Germany, which was seeking a new agency to develop a global brand strategy for the category.
To build a detailed understanding of both the products and the business behind them, WDA was invited to Continental’s Korbach plant, its principal two-wheel manufacturing facility, for a factory tour and formal briefing. We then travelled to Continental’s headquarters in Hannover to present our strategic recommendations to the wider business.
The challenge was to develop a brand position that reflected Continental’s premium product credentials while supporting the introduction of new tyre ranges and technologies, including its BlackChili technology. The strategy needed to communicate this innovation in a way that felt relevant and engaging to motorcyclists, rather than relying solely on conventional product and performance claims.
Championed By Those Who Put It To The Test
Designed To Resonate With Real Riders
The Solution
Having gained a detailed understanding of Continental’s manufacturing expertise, product development and future range strategy, WDA set out to create a positioning that would connect its technical innovation more directly with the riders who experienced it on the road.
This thinking led to the ‘Real Bikers’ Tyre’ platform. The positioning gave Continental’s two-wheel range a distinctive voice and attitude, complementing its premium product credentials with a more authentic and emotionally engaging brand story.
Round-the-world adventurer Nick Sanders became the figurehead of the campaign. As a highly experienced and credible rider, his achievements provided a powerful real-world demonstration of Continental’s products, technologies and performance.
The new brand strategy was translated into an integrated advertising campaign across both trade and consumer channels. It was initially launched in the UK in close partnership with Cambrian Tyres, bringing the positioning to both the market and Continental’s dealer network.
Following its UK launch, the campaign was adopted across wider European markets and North America, taking the ‘Real Bikers’ Tyre’ positioning and Nick Sanders’ story to riders on both sides of the Atlantic.
The Result
The campaign delivered significant commercial results in both the UK and North America.
Within months of launch, Cambrian Tyres reported a 20% increase in sales of Continental’s two-wheel range in the UK, helping establish Continental as one of the market’s fastest-growing tyre brands.
The campaign’s international rollout generated further growth, with Continental reporting a 54% sales uplift in North America.
