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Continental continues its rebranding after Veyance purchase

ContiTech's new North American headquarters now bears its proper name. NAFTA CEO Jim Hill unveiled the new sign during an employee event.
<p>ContiTech's new North American headquarters now bears its proper name. NAFTA CEO Jim Hill unveiled the new sign during an employee event.</p>
Continental A.G.’s ContiTech division is celebrating another milestone stemming from the company’s January 2015 acquisition of Veyance Technologies Inc.

The former Veyance headquarters, located in the Akron, Ohio suburb of Fairlawn, officially was rebranded on July 29. ContiTech’s NAFTA CEO Jim Hill unveiled a new ContiTech roadside sign. As Hill shared a bit of ContiTech and Veyance history, he stood in front of the modern style building which now bears the bright Continental name above its entrance. It serves as ContiTech’s North American headquarters and also is home to a research and development center.

The building’s rebranding coincides with a similar effort for the company’s products. As announced earlier, Veyance products previously known as Goodyear Gatorback bear a new name — Continental Elite. (Veyance began as a Goodyear Tire & Rubber Co. spinoff, Goodyear Engineered Products.)

Hill says ContiTech completed the update of rebranded merchandise with distributors a week earlier, and is in the early stages of a comprehensive advertising campaign to make its customers aware of the Elite name.

Continental Elite will have a prominent stage  — its own booth — at the Automotive Aftermarket Products Expo (AAPEX) in November in Las Vegas, Nev. AAPEX will serve as “the coming out” for the Elite brand, Hill says.

“We will continue to provide the same top-quality products and services to our existing customers and now, as a member of the Continental family, we will be able to provide world class options in all the product lines and the industries we serve. We’re basically the same organization as before, but just bigger and better.”

For details about Continental’s acquisition of Veyance, click here.

Here's a video of Hill's July 29 remarks:

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