150 Years of Continental: The UK Joins in the Celebrations

Continental AG is celebrating its 150th birthday in 2021. To mark the occasion, the company has been presenting milestones in its dynamic development over the last 15 decades in the form of events and interactive games. Last week in the UK, following Continental’s actual birthday on 8th October, retail and fleet customers were invited to go on a journey through time to experience how Continental, present in the UK for close to a century, has become a pacesetter for modern automotive solutions and is helping to shape the future of holistic mobility.


The event, hosted over two days at Mercedes Benz World, where Continental are Partners in Excellence, was an opportunity to celebrate this significant milestone together with the company’s loyal customers.

During the first day of the event retailer customers were given an exclusive first drive of Continental’s brand new ultra-high performance tyre the SportContact 7, that launched last month. The team of Continental experts also held an interactive session exploring some of the changing industry trends including car ownership, EV and legislation and how each of these will directly affect future tyre development.


On day two of the event, Continental’s Network Partner attendees received the latest updates on the Network, expert advice on recent and upcoming legislation and were given a snapshot of the future of tyres from Continental‘s panel of experts​.

The birthday celebrations went on into the evening on both days with guests enjoying German themed entertainment and hospitality to celebrate the company’s strong German heritage​.

Speaking of the company’s 150 years event in the UK, Marketing Director, Pete Robb said; “It’s been great to be able to host this fabulous event at such a premium location as Mercedes Benz World. We wanted to take the opportunity to say a big thank you to all our customer for their continued loyalty and I’m happy we have provided an excellent occasion for them to personally test our game-changing new SportContact 7 tyre. We are really proud to not only showcase our impressive 150 year history but also provide leading insights on future mobility and tyre development.”


In addition to the company’s UK event, to celebrate 150 years of Continental they also launched an exciting Spin & Win promotion for end consumer that purchase a Continental car, van or 4×4 tyre during the month of October, with thousands of pounds worth of Love2Shop vouchers to win.

For the dealer network, Continental have been sending out chocolate bars this month to thousands of customers throughout the UK and Ireland. For a lucky few, the chocolate will contain a golden ticket giving them the option to pick from a selection of fantastic prizes and feedback from the dealers has been excellent.

Whilst Continental AG is 150 years old this year, Continental Tyre Group Ltd also boosts an impressive 86 year history managing the sales, marketing and distribution of car, 4×4, van, truck and bus, materials handling, agricultural and earthmover tyres in the UK and Irish markets. The multi-brand tyre offering in the UK and Ireland incorporates premium brand Continental as well as several well-known, mid-range and exclusive brands such as General Tire, Uniroyal, Semperit and Best Drive as well as truck retread brands ContiRe and Bandvulc. Continental has made important investments in the UK in recent years through the acquisition of Bandvulc Group Ltd. and Tyre Maintenance in 2016 and R&J Strang in 2019.