Continental Tire’s GOLD Dealer Program is celebrating its 20th anniversary this year, and the company’s leadership isn’t going light on the celebrations. The company originally launched the program to create mutual growth and deliver value to independent dealers. Since then, the program has evolved to meet changing market demands and customer expectations.
At the same time, Continental continues to push forward with new product offerings that directly meet emerging market needs. The company expanded into the all-weather category with the upcoming launch of the SecureContact AW and refined winter performance with the VikingContact 8. Continental’s leadership says the company remains focused on giving dealers the right tools at the right time.
To reflect on the journey so far and offer a look ahead, Continental’s Chris Charity, Vice President of Sales, and Brian Beierwaltes, Head of Marketing, sat down with Tire Review to discuss the Continental GOLD Dealer Program’s legacy, share their product strategy, and explain how the tire manufacturer helps dealers meet today’s challenges head-on.
Continental Tire GOLD Dealer Program: Twenty Years of Mutual Growth
Tire Review: This year marks the 20th anniversary of the GOLD Dealer program. How does Continental use this program to meet the changing needs of its dealers, and what does this milestone mean to you?
Chris Charity (Vice President of Sales, Continental Tire): What really stands out to me is the partnership. From the start, the program was built on the idea of resonating with our dealer partners, and over 20 years, it has become about mutual growth. We’ve adapted based on dealer feedback – understanding what will help them grow their business, providing solutions through our products and support.
At the core, we focus on four things: product, people, value proposition, and partnership. The Continental GOLD Dealer program represents all of these. It’s about creating solutions and working with great partners. Looking at the list of dealers who have been with us, many for all 20 years – it speaks volumes about the strength of the relationships we’ve built.
“When our dealers look at who they want to partner with, we want them to see Continental as the smart choice because we’re invested in them, helping grow their businesses and adding value every step of the way.” – Brian Beierwaltes, Head of Marketing, Continental Tire (Top Row, Right)
Benefits of Listening and Loyalty
Tire Review: Do those longtime dealers tend to share certain attributes, like being early adopters or leaders in the marketplace?
Brian Beierwaltes (Head of Marketing, Continental Tire): I wouldn’t say it’s about chasing every new thing, but rather the consistency of value we’ve built together. Bjoern [Glaeser, Head of Product Management,] mentioned the idea of being the “smart choice,” and that’s not just a tagline for us. It’s our go-to-market strategy and truly defines who we are.
When our dealers look at who they want to partner with, we want them to see Continental as the smart choice because we’re invested in them, helping grow their businesses and adding value every step of the way. Our success depends on theirs.
Chris Charity: To build on that, some dealers definitely took a chance on us early on. We’ve worked hard year after year to get better and add value to their business. The fact that many of them are still with us 20 years later says a lot. They’ve chosen to stay, which means we’re doing something right. It’s a testament to finding unique solutions together and always trying to do things the right way.
Brian Beierwaltes: Listening is huge. We base a tremendous number of decisions on customer feedback. Our dealers see that. They know they’re making an impact and that we’ve implemented changes because of what they share with us. That makes them feel like a part of the program in a deeper way.
Our Dealer Marketing Suite (DMS) offers a great example. Over the last five years, dealer input drove massive growth in DMS usage. We just recorded our best month ever for the DMS this past April. That success came directly from listening, responding, and acting on feedback.
At the end of the day, the partnership drives this program’s success. We succeed together.
SecureContact AW Closes the All-Weather Gap
Tire Review: Continental is entering the all-weather segment with the new SecureContact AW tire. Why is now the right time for this release, and how do you hope it will stand out in what’s quickly becoming a crowded market?
Chris Charity: It all comes back to listening to our customers. They told us there was a gap, and we agreed. This wasn’t a new topic. Continental relies on R&D to drive product development, and we focused on delivering a product that would truly hit the mark. Over the last three years, our team developed and tested this tire extensively, and now we take pride in what we’ve created.
Early feedback, including input from Canadian customers who have already experienced the product, has been very positive. This tire closes a gap in our portfolio. We aim to cover 95% of customer needs, and this all-weather product filled one of the last major holes.
Brian Beierwaltes: We focused on making sure the SecureContact AW delivers across the board: wet performance, snow capability, touring comfort, and strong overall value. It comes with a 60,000-mile warranty and our Total Confidence Plan backs it after the sale.
As Bjorn mentioned earlier, we also wanted to bring style back to the all-weather category. This tire checks every box. We offer 50 sizes to ensure excellent coverage so salespeople at the counter can feel confident they have the right fitment for nearly any vehicle that comes in.
At the end of the day, it’s simple: if we’re going to do it, we’re going to do it right. SecureContact AW is the result of that approach, and we’re confident it will be a great addition to our lineup.
VikingContact 8 to Raise the Winter Tire Bar
Tire Review: The VikingContact 8 is replacing the VikingContact 7. What has been improved in this new-generation winter tire, and what should dealers know when recommending it to customers?
Brian Beierwaltes: The VikingContact 7 was a great tire, but with the VikingContact 8, we’ve raised the bar even higher. We’ve made improvements in the tread pattern, construction, and overall winter performance. We’re launching with 86 sizes covering SUVs, light trucks, crossovers, and passenger vehicles.
One standout is that it now has Ice Grip Certification. It’s the only Tier 1 tire with that distinction. That gives it tremendous credibility, especially in extreme winter conditions.
Ultimately, this tire helps complete our portfolio. Whether it’s winter with VikingContact 8, all-weather with SecureContact AW, or touring with our TrueContact Tour 54 tires, we now have solutions to meet nearly every consumer need. That gives dealers confidence they can offer the right product without having to turn to other brands.
When you pair that with digital marketing tools, it becomes even more powerful. When a customer walks into a shop in Bismarck, ND on a snowy day, dealers can reach them right in that moment. With weather-triggered digital marketing, we ensure customers see relevant messaging when it matters most. We focus on driving traffic to stores and ensuring the right product is ready when the customer arrives.
OE Strategy Drives Replacement Sales
Tire Review: Continental continues to make strides in original equipment (OE) fitments across many major vehicle categories. How does this success translate to opportunities for dealers at the replacement level?
Chris Charity: I think they go hand in hand. We maintain strong OE business across a wide range of fitments, and if I were a dealer looking at Continental, I would view that as a major opportunity. In fact, when we speak with new dealer partners, we always highlight this right away.
When vehicles equipped with Continental tires pull into service bays, dealers naturally find replacement opportunities. We offer strong replacement products that complement those OE fitments. Dealers can qualify the customer who comes in. Are they happy with the original tires? If so, we provide the OE tire right away. Or, if they want something different, we offer alternative options with various performance attributes and price points.
The key is offering solutions for both scenarios so dealers can meet the customer’s needs. That’s why hitting our 95% product coverage target remains so important to us.
Tire Review: I’m sure customers don’t always want the same attributes their OE tires provided. How do you handle that?
Chris Charity: While OE tires are engineered specifically for the vehicle, replacement tires can deliver more balanced performance or value depending on what the customer wants.
Our job is to support our dealers so they feel confident they have the right products to meet their customers’ expectations. Whether the customer is looking for an OE product or a replacement marketing line, we provide multiple options to meet their needs. We also back the counter salesperson with Engage360 training, branded showroom materials, and our Total Confidence Plan.
OE EV Confidence
Tire Review: Continental now supplies OE tires to 18 of the world’s top 20 EV makers. The SportContact 7 and PremiumContact 6 also recently earned OE fitments. What story should dealers tell customers about why Continental tires keep getting selected for today’s EVs?
Brian Beierwaltes: It’s actually very simple and very similar to what we’ve discussed with other segments. It starts with customer need. On the replacement side, our products are already EV compatible. We take the experience and technology we’ve developed through OE partnerships and bring that into the replacement lineup. So, whether a customer wants the exact OE tire that came on their EV or something with a slightly different performance profile, we have a solution.
For the counter salesperson, that makes things simple. They can be confident that Continental has the right product, whether the customer wants to stay with OE or go with a replacement. Part of our job is to help dealers clearly explain the benefits of both options. In the end, it’s about helping the customer make the best decision for their needs.
Chris Charity: And why are we being chosen by so many EV makers? It comes down to trust and experience. We’re not new to this. We’ve been around for more than 150 years, and that history matters.
Support Programs Help Close Sales
Tire Review: You have two major after-sales support programs: General Tire’s Shield+ Advantage Plan and Continental’s Total Confidence Plan. How should dealers use these in day-to-day sales conversations to close more business?
Chris Charity: It all comes back to confidence at the counter. When dealers sell our products, we want them to know they receive support beyond tire performance. If something happens after the sale, whether it’s a road hazard or another issue, these programs take care of customers.
For the person behind the counter, that’s critical. A negative experience can become a positive one if the customer feels supported. Shield+ and Total Confidence do more than serve as backup plans; they help dealers keep customers satisfied and loyal.
Brian Beierwaltes: And these programs also serve as differentiators. The Total Confidence Plan, for example, stands as the industry’s leading program. From a day-to-day sales standpoint, it adds real value beyond the product itself.
We have continued to enhance it to keep it competitive and meaningful. For instance, our trip interruption coverage is unique and the Total Confidence Plan as a whole adds protection that compares to third-party plans customers would otherwise need to buy separately.
Fifteen Years of Partnership with Major League Soccer
Tire Review: Continental renewed its partnership with MLS earlier this year and now presents Sunday Night Soccer on MLS Season Pass. From a marketing perspective, what does this partnership say about the Continental brand, and why has it remained such a good fit after 15 seasons?
Brian Beierwaltes: The longevity of this partnership says it all. Whether it’s 20 years with our GOLD program or 15 years with MLS, we stay committed because it works. This partnership delivers results for us and for our dealers.
Soccer’s growth in the U.S. has been incredible, and our alignment with MLS has helped make sure that when someone walks into a tire dealer, they already know who Continental is. That brand awareness is crucial.
This latest opportunity with Sunday Night Soccer grew directly from that relationship. It didn’t come from a traditional sponsorship model. MLS and Apple brought us the idea to create something special—essentially the “match of the week.” Instead of simply attaching our brand to something existing, we helped build this property from the ground up. That’s the power of a true partnership.
Tire Review: How do you leverage a partnership like this for your dealers? How does it connect back to the sales floor?
Brian Beierwaltes: That’s the key. While the national exposure is huge, we also create local opportunities with all 30 MLS teams. This isn’t just about big markets anymore. Soccer has grown across the country, and that helps us drive awareness everywhere.
At the end of the day, we ask ourselves the same question we use for all marketing: Does this sell tires? For 15 years, MLS has delivered. When we evaluated our options during contract renewal, this partnership once again rose to the top.
Being an early adopter gives us huge benefits. That long-term commitment unlocks opportunities newer partners wouldn’t receive. MLS listens to us. When we say, “We have this need,” they help us find solutions. That kind of collaboration only comes from trust built over time.
Refocusing on Core Strengths
Tire Review: Continental announced in April that it would exit the agricultural tire market. How will this strategic shift impact dealers?
Chris Charity: Our global announcements concerning both the Automotive and ContiTech sectors reflect our desire to focus. That sharper focus will align our efforts around core products and customer needs as a tire company.
This global change will have minimal effects on our US Passenger and Light Truck dealers. We will continue doing what we’ve always done: bringing strong products, delivering a compelling value proposition, investing in partnerships, and focusing on people and service. That commitment will not change.
