New brand name: Elite by Continental replaces Gatorback

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New brand name: Elite by Continental replaces Gatorback

Continental A.G.’s ContiTech division has begun marketing premium automotive, light truck and heavy-duty aftermarket products that were formerly branded Goodyear Gatorback under a new name, Elite.  

The name change follows Continental’s acquisition of U.S. rubber company Veyance Technologies Inc.

At the time the acquisition was completed in January 2015, Continental announced Veyance’s operations would be combined with its ContiTech division.

Veyance began supplying belts to NASCAR in 1985 and is a longtime preferred belt supplier to the racing industry, according to Continental.

“This is an exciting milestone that will open the door to innovations that will benefit our customers,” says Nick Gulli, vice president and segment leader Aftermarket NAFTA. 

“Just as importantly, the products, performance and people they have come to trust have not changed. Customers can find the same great products, including the same Quiet Channel Technology with the new Elite brand name and packaging. The same belts chosen by NASCAR teams are available straight off the shelf in major auto parts stores and auto service centers.”

The Elite brand includes a wide range of aftermarket products for both automotive and heavy-duty applications. Among these products are:

* Elite Poly-V belts with Quiet Channel Technology;

* Elite timing belts and kits;

* Elite belt tensioners with Accu-Drive Technology; and

* Elite automotive heaters and radiator hoses.

For more information on Elite brand belts, visit

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