Continental Crosses Over

Technical briefings at new tire launches are often one part mystifying engineering speak and another “smoke and mirrors.” Lots of tire technology is branded with confusing acronyms, so my simple question about the content of the tread rubber compound to Continental engineering guru Tomas Sych yielded a surprising answer: “Rubber,” he replied matter-of-factly.

The tire in question is Continental’s new ContiCrossContact Winter, the German firm’s new SUV/LT/crossover winter tire, and Sych’s deadpan reply revealed that Continental plans to bring this tire to market without the usual marketing hype. While there is no “Ingredient X,” the ContiCrossContact Winter is technology-rich with a third-generation silica tread compound and a computer-designed sipe and shoulder tread design. A patented polymer does add durability and reduce rolling resistance, all of which means that when benchmarked against the 2004-vintage 4X4 Contact tire, the new product is markedly better in every performance category. The tire uses four circumferential grooves and is an O.E fitment for Mercedes and BMW. As a result, it’s symmetrical, a feature sure to make it popular with “tire busters” everywhere. Sizes range from 205/70R15 to the adventurous 295/35R21 with an XL load rating.

In SSGM’s testing, the tire performed well on very heavy SUV’s and is definitely competitive with their primary target in the premium winter SUV market, Michelin. The tire is also smooth riding and quiet, relying on very extensive siping and modest shoulder blocks for snow traction. Ice and packed snow are the ideal conditions for the ContiCrossContact Winter, although the quiet tread design should make it a good choice for climates like Southern Ontario and British Columbia’s Lower Mainland, where moderate winters mean clear roads, but snow and ice for weekend getaways to ski and snowmobiling destinations. Continental is serious about the winter market: “We don’t consider ‘M+S’ a winter tire,” declared Sych, and added, “We start with the snowflake.”

Can they get that message across to Canadians?

The ContiCrossContact Winter joins the ContiWinterContact TS 790 and 810-series tires, giving Continental coverage in the vital luxury SUV/light truck market. Continental’s marketing strategy appears to be to stick to the premium end of the replacement tire market, while building on an increasing number of OEM fitments, which now reach into more pedestrian models from mainstream brands like Ford. The temptation to “shotgun” the market with hundreds of sizes must be considerable, but in winter product, Continental tires range from 175/65R15, which is a BMW fitment. Clearly, Continental isn’t out to shoe every Hyundai in Canada.

What’s the plan? For Continental, a North American strategy is going to be complex. Luxury owners will respond to European tires on European cars and light trucks, especially with OEM fitments on prestige makes like Porsche and Mercedes. U.S. consumers, however, may balk at German tires (although the firm operates major facilities in seven U.S. states). In Canada, however, firms like Volkswagen are highly successful in tying their brand to German heritage, with the quality that suggests, so the door is open for a strong Euro-identity for the brand.

Continental is already one of the largest Tier 1 automotive suppliers in the world, and is a global player in tires. What will it take to bring Continental’s North American presence into line with the firm’s global identity? More OEM fitments on mid-range vehicles will help, as will product like the ContiCrossContact Winter, especially as crossovers are poised to salvage the SUV market in the face of rising oil prices. It’s sensible to start with an affluent consumer base and then work down selectively into the mass-market. The key is to reach every market while preserving a consumer perception of superior quality and technology, as Michelin has achieved. Continental has the technology and a global brand; it will be interesting to see how Canadians respond to the message compared to our neighbours to the south.