AME Info
United Arab Emirates
Global automotive supplier Continental Tires, which operates in the Middle East through its office in Dubai, has opened a service company in Morocco to strengthen its stronghold in the domestic market and reiterate long-term commitment to the North African region.
The Executive Vice president of marketing and sales for the Continental replacement business in Europe and Africa, Dr. Hartmut Wöhler declared that “Morocco has become an important hub for our activities in the North African region, and is our best proposition for a new regional office. When compared to its neighbours, Morocco is relatively free of spurious and inferior products, and more importantly, is able to consistently deliver the same standard of services that our customers are used to in developed international markets such as Europe. GDP growth is much stronger, and inflation is much lower.”
Wöhler announced the launch of the new company as a significant step towards consolidating Continental Tires’ presence in the region.
“Although we started doing direct business in Morocco several years ago, this office signifies an escalation of our activities – both in the country and across the region,” he explained.
The Regional Sales Manager of Middle East and North Africa, Sebastian Vanderperre, has concurrently been appointed as the head of Continental’s new Moroccan firm. With more than 10 years of experience in the tyre industry, he has ambitious growth plans.
He emphasises that although Continental has already established excellent customer awareness and built solid relationships in the Moroccan market, future plans will concentrate on market penetration.
“We already have a great competitive edge – with our intrinsic understanding of the market, premium products and services, and professional teams,” he said.
“Our immediate focus is to deploy a multi-brand approach to engage and satisfy all our stakeholders, and the next phase of our regional expansion programme will commence in 2016,” he added.
“These steps will make us grow closer to our customers and clients by keeping abreast of their requirements, and responding more quickly and accurately to market conditions,” he concluded.
Continental has more than 15 brands in tyres, automotive and technical products including General, Uniroyal, Semperit, Matador, Viking, and Ate.
Morocco is strategically located within a three-day reach of a potential market of about 4.2 million vehicles, and its car carrier terminal in Tanger Med Port provides easy access to significant container traffic.
The Moroccan government’s strategy to boost the automotive industry includes tax exemptions and aid for new entrants. As a result of these factors, the country’s automotive sector has witnessed a boom over the past five years, and Morocco is well on track to become a leading destination for automotive investments.
According to industry experts, the Moroccan tyre market continues to grow at approximately 2.4% per annum, and it is dominated by international players who have production facilities in Europe. Approximately 50% of the total market share is commanded by these premium international brands, including Continental.
“We have the great advantage of working with reliable and professional partners who are dedicated to growing their business in the coming years, and we are fully committed to supporting and enhancing their growth plans,” Vanderperre added.
Continental Tires’ new Moroccan office is located at Zenith, in Casablanca. The junction site was chosen for its highway access, and its proximity to the Mohammed V International Airport.
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