Conti: 'World Cup the More Efficient Investment'
Through its participation in the 2006 World Cup, Continental AG is aiming to further enhance its reputation and awareness of the Continental brand. This huge sporting event is said to be the ideal scenario in which to ‘emotionalise’ spectators. The World Cup offers another advantage, according to Lars Fahrenbach, marketing director at Continental’s passenger car division and responsible for the European replacement market: “Everybody else is in motorsports.”