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KV_Arvato Systems_Digital-Experience_Case Study_ContinentalSB

Second Brands from Continental on the Fast Track with CoreMedia

Continental Reifen Deutschland GmbH

Cross-Brand Communication


Up until now, Continental has relied on different technology platforms for the various online presences of the Tire division’s nine second brands. In order to ensure the recognition factor of the second brands and to simplify the maintenance and administration of each website for the editors, it was necessary to unify the fragmented system landscape and develop a cross-brand design grid.

Customer Benefits

Individual website components can be displayed across all platforms
Tirefinder and Deal Locator help visitors quickly find the tires and retailers they are looking for
Editors can work more flexibly and efficiently thanks to the CoreMedia CMS that was introduced

Thanks to Arvato Systems, our second brands and their online presence are now also impressive, featuring a responsive design and improved performance and usability, which means that we now present ourselves with an exclusive digital business card on the most modern technological level.

Continental Reifen Deutschland GmbH

Project Overview

Background Situation

Arvato Systems had already implemented a new visual concept and design based on CoreMedia 8 as the CMS for the tire website of the main brand Continental. Due to the consistently positive experience, the project was now continued and the successful look and feel should be introduced for the second brands – also based on CoreMedia and the responsive design approach.


Arvato Systems designed a central template for all second brands in order to create a consistent appearance across all websites. This provides predefined basic elements, which ensure a strict, uniform structure for the representation of each content area. The focus was placed on compact product detail pages that are subdivided into different subareas and on an intuitive navigation.


Editors can use customizing options to individually tailor the website layouts according to their corporate design. A central guide (master layout) also makes it possible to automatically export design elements, such as color codes or fonts, to all templates. The only exception is the website of the brand Uniroyal, for which Arvato Systems developed and deployed a separate template due to its many independent features and specific requirements.

The Customer

Continental Reifen Deutschland GmbH is one of the world’s largest automotive suppliers, with about 208,000 employees in 53 countries. The international company develops intelligent technologies for the mobility of people and their goods and offers sustainable, safe, comfortable, individual, and affordable solutions. The Tire division is a division of the Continental Group, in addition to Chassis & Safety, Powertrain, Interior, and ContiTech, and offers the right tire for every vehicle.

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Your Contact for Digital Experience Solutions

Thomas Künzig-Reling
Expert for Customer Experience