Fort Mill, SC; March 2, 2026 – Continental Tire has long been recognized as the “Smart Choice in Tires,” a concept that perfectly reflects our commitment to quality, technology, and performance. By listening closely to the market, Continental delivers exactly what drivers want: superior performance, exceptional comfort, and the peace of mind that comes with choosing a premium tire brand.
Continental is introducing an innovative way to reinforce that confidence with its new “Nod of Confidence” ambassador. The ambassador embodies the moment customers experience when choosing Continental tires, the certainty of making the right decision. With a simple nod, the ambassador communicates the reassurance and trust that come from selecting Continental.
Buying tires can feel overwhelming. Questions arise, comparisons are made, and customers want to be sure they are investing in the best solution for their vehicle, their family, and their driving experience. Our newest ambassador captures that moment of clarity: the reassuring confirmation that choosing Continental means choosing proven quality, advanced technology, and trusted performance.
“We understand that today’s consumers are looking for more than just a product, they’re looking for confidence,” said Brian Beierwaltes, Head of Marketing US PLT, Continental Tire. “This creative idea brings our ‘Smart Choice in Tires’ philosophy to life in a simple, relatable way. That nod represents reassurance, expertise, and the peace of mind that comes from selecting a brand that consistently delivers on performance, comfort, and innovation.”
This initiative is part of Continental’s ongoing commitment to making the tire-buying journey easier and more enjoyable. From advanced tread designs and cutting-edge technology to customer-focused education and support, Continental continues to lead with innovation while keeping drivers at the center of everything it does. Sometimes, all it takes is a small moment of reassurance. Now, when drivers see that nod, they will know they are making the smart choice. To learn more about Continental and explore why it is the “Smart Choice in Tires,” visit Smart Choice | Continental Tire
Continental is a leading tire manufacturer and industry specialist. Founded in 1871, the company generated sales of €39.7 billion in 2024 and currently employs around 95,000 people in 54 countries and markets. Tire solutions from the Tires group sector make mobility safer, smarter, and more sustainable. Its premium portfolio encompasses car, truck, bus, two-wheel, and specialty tires as well as smart solutions and services for fleets and tire retailers. Continental has been delivering top performance for more than 150 years and is one of the world’s largest tire manufacturers. In fiscal 2024, the Tires group sector generated sales of 13.9 billion euros. Continental's tire division employs more than 57,000 people worldwide and has 20 production and 16 development sites.
Media Contact
Stephania Jhaya
Sr. PLT Content & Communications Specialist Continental Tire the Americas
1794 MacMillan Park Drive Fort Mill, SC; 29707
E-mail: stephania.jhaya.medina@conti-na.com