General salutes rollout of Altimax Powerline

Continental Tire North America, Inc. is celebrating a positive outcome of last year’s launch of its General Tire-branded Altimax Powerline.

“A lot was riding on the new radial lineup,” according to the company, which cites “a renewed commitment to the legacy” of General Tire as Continental “was depending on the Altimax line to bring the General Tire name back to the forefront of the replacement tire market.”

General’s mission has apparently been accomplished.

“From its inception, the Altimax line has been viewed as a key component in our ongoing effort to revitalize the General Tire brand, starting with the product portfolio,” says Andreas Gerstenberger, Continental’s executive vice president of sales and marketing. He calls the launch “one of our most successful product introductions ever.”

The rollout was conducted in a two-stage process, he says, and demand was “well above our expectations.” Phase 2 of the launch plan was designed to deal with just that kind of backorder challenge, he adds.

“Consistent ongoing supply is also crucial to a successful product introduction,” Gerstenberger notes. “We couldn’t be happier with the enthusiastic support our customers have shown for this new product.”