In its new ad campaign Continental Tire highlights the brand’s original equipment and replacement market position. The spokesperson says the main theme of the campaign is to illustrate large tire tread patterns that look like fingerprints. The headline, ‘Our fingerprints are all over the world’s finest automobiles’ is able supported by the sub headline ‘Tires chosen by the world’s premier automakers.’



It simply demonstrates to consumers that the tires are of excellent quality and what’s more they are been utilized by premier automakers. The brand presently enjoys 13.2% of the market share.



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