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Website as a Marketing and Sales Channel

Continental Reifen Deutschland GmbH

Arvato Systems Relaunches Website of the Tire Specialist


A comprehensive relaunch that would provide a new visual concept and a new design as well as the implementation of a new Content Management System was necessary for greater use of the company’s website as a marketing and sales tool at all locations as part of the digital communication.

Customer Benefits

Large images place the tires as products in the foreground
An optimized performance (loading times) has a positive impact on SEO
Content only needs to be created and maintained once, and it can be published across all channels

We are proud of the project that we fostered from the ground up. Despite tight deadlines, we worked together as partners in well-functioning teams.

Arvato Systems

Project Overview

Background Situation

The Continental website is an important source of guidance and information. It became necessary to revise the website in order to satisfy the current demands for websites on the Internet. Primary goals were to implement a responsive Web design, target group-specific navigation, search engine optimization (SEO), faster loading times, and a user-friendly backend. Arvato Systems planned and implemented a new website concept including design with the aid of agile development methods such as rapid prototyping and a comprehensive usability test within the target group.


Continental’s Tire division was looking to implement a website with a modern design and high functionality. The division wanted to make it possible for editors to easily enter and manage content, while significantly improving the usability for visitors. Beyond that, it was necessary to optimize the internal editorial processes for content maintenance and administration. Five different prototypes were designed for industrial application in the Car, Truck, Bus, Motorcycle, Bicycle, and Specialty Tire business areas – with the automotive tire product page as the master – since the Car, Truck, Motorcycle, Bicycle, and Utility Vehicle business areas all have different requirements due to their specific target groups.


In addition to the introduction of CoreMedia, the CMS connection to a tire database contributed to lessening the pressure on editors. The website has been implemented with a responsive Web design to promote end device and browser independence. A video management system was integrated to optimize the display of content with moving images. Delivery of the media files in the best possible quality is guaranteed by the CMS connection to a content delivery network (CDN), which aids in load balancing. Developed over the course of the project, the online style guide offers editors a comprehensive overview of the new modules and page types. 

Figures, Data, Facts

CoreMedia Studio
Enables preview-based editing, thus improving the efficiency of editors
Video Management
Professionally managed video content underscores Continental’s character as a premium brand
Based on CoreMedia
A basis for additional brands of Continental AG (Second Brands) was created.

The Customer

Continental, a longstanding company founded as Continental-Caoutchouc and Gutta-Percha Compagnie in Hannover, Germany, in 1871, is known worldwide for its tires. 

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Your Contact for Questions about Our Solutions

Achim Reupert
Expert for the Manufacturing Industry