Continental is gathering speed in its merger of Benecke-Kaliko and Hornschuch. In the future, the strong corporate brand will be used to tap into new sales markets for surface materials and to expand awareness in existing markets. “With this new image, we are ensuring we have a consistent identity across the world, generating a high level of recognition among our customers and reinforcing the common identity of our employees without losing sight of our long-standing traditions. At the same time, we are consistently expanding the image of the Continental brand outside of the automotive industry,” explains Dr. Dirk Leiß, head of the newly renamed Benecke-Hornschuch Surface Group business unit. The integration of Hornschuch began on March 1 after approvals were received from the antitrust authorities and is expected to be completed by the end of 2018.
Integration in the brand world of Continental is changing the market image. Benecke-Kaliko and Hornschuch are becoming Continental. Visual elements are already being changed step by step to comply with the corporate design of the Continental corporation. This means that, in the future, the image will be characterized by Continental yellow. However, well-known product brands, such as Acella, d-c-fix, laif and skai, will remain unchanged.