Continental relocates MENA business unit to Dubai

Hanover, Germany – Continental AG is relocating some of its business units from Hanover to Dubai, announced the company on 2 Feb.

“To drive forward the expansion of its Passenger and Light Truck Tire (PLT) as well as Commercial Vehicle Tire (CVT) replacement business in the Middle East and North Africa (MENA), Continental has relocated the relevant business units from Hanover in Germany to Dubai,” said the statement.

Business units for marketing, sales, customer services and controlling functions for the region have already been based in Dubai since the beginning of 2015.

The company said that the rationale behind the relocation was its strategy of “in the market for the market”.

“We are aiming to use the new proximity to help us gain a better understanding of local requirements in more than 15 countries – and offer optimal solutions,” said Hartmut Wöhler, head of marketing & sales PLT Replacement EMEA.

Continental said that the move was in line with its “Vision 2025” long-term strategy, which it has been pursuing since 2011.  The strategy has ambitious plans for the group’s tire division and involves the addition of seven factories and becoming more global.

The company also announced that it was aiming to set up a second location in the Middle East in Casablanca, Morocco.