Continental Tire is launching a new campaign called “My First Car, My First Tires.” Through this campaign, Continental said it aims to celebrate those moments while also educating new drivers on what truly matters when purchasing a vehicle, especially when choosing the right tires.
“Tires are one of the most critical components of a car,” said Brian Beierwaltes, Head of Marketing US PLT, Continental Tire. “This campaign is about bringing back those special memories while also helping first-time buyers make smart, informed decisions.”
Continental partnered with a group of influencers — each sharing their own first car stories and tire tips through videos and social media content. The campaign also includes a monthly contest where participants can submit their own first car stories. Winners receive a new set of Continental tires.
Continental Tire Campaign Influencer Highlights:
The Straight Pipes (Jakub Wrobel & Yuri Tereshyn): “We’ve been reviewing cars for nearly a decade. Nothing compares to the stories behind our first cars. This campaign with Continental Tire has brought back so many memories, laughs, and lessons. We’re excited to share our stories, but even more excited to hear yours.”
Engineering Explained (Jason Fenske): “My first car was more than just transportation. It was a crash course in car culture. I spent every dollar from bussing tables on upgrades, starting with a sound system and spiraling into coil-overs, strut bars, and a loud exhaust. It completely ruined my Integra’s ride, but I kept it maintained and learned my most valuable lesson during a snowstorm: tires matter more than any mod. If I could do it all over again, I’d invest in tires first.”
Speed Academy (Dave Pratte & Peter Tarach): “Anyone who’s ever owned a car will be able to relate to the excitement and sense of freedom associated with their first car. We think this project will be the perfect reminder of why we love cars so much.”
Gears and Gasoline (Ben Lin & Ben Thorn): “Ben and I both had no money when we got our first cars. To the extent that I was literally getting mismatched tires from the junkyard. If we could go back and own them again, we’d do things a little bit differently.”
Dinner with Racers (Ryan Eversley, Co-Host and IMSA driver; & Sean Heckman, Co-Host and Race Strategist): “A person’s first car is usually so much more than just a vehicle,” Eversley said. “It’s a gateway to what so many of us share in our love affair with cars. With ‘Dinner with Racers,’ we’ve always put a premium on sharing people’s stories. With Continental’s ‘My First Car’ campaign, it’s a very similar set of values.”
“This campaign creates a universal bonding language between so many people,” Heckman said. “When I think of my first car, I think of a 1983 Honda Accord that went through an endless series of fuses. It’s also the type of relatability that we all share. Everyone has a first car and a significance behind it. We love being part of it as an example of Continental Tire’s continued connection with the community at large.
To learn more, view the videos, and participate, visit here.
