Second brands from Continental on the fast track
With about 208,000 employees in 53 countries, Continental is one of the world‘s largest automotive suppliers. 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 branch is in addition to Chassis & Safety, Powertrain, Interior and ContiTech a division of the Continental Group and offers the right tire for every vehicle.
For the internet presences of the nine second brands from the tire deparment, Continental has so far relied on different technology platforms. In order to ensure the recognizability of the second brands and to simplify the maintenance and administration of each website for the editors, the defragmented system landscape should be unified and a cross-brand design grid should be developed.
Thanks to Arvato Systems, our second brands are now also convincing with an online appearance in a responsive design and an improved performance and usability – which means that we are now presenting ourselves with an exclusive digital business card on the most modern technological level.Andrea Bracht, Online Manager Continental Reifen Deutschland GmbH
Arvato Systems had already implemented a new concept and design based on the content management system (CMS) CoreMEdia 8 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 the approved CMS and the responsive design approach.
In order to create a consistent appearance across all websites, Arvato Systems has designed a central template for all second brands. This provides on the one hand predefined basic elements, which ensure a stricht, uniform structure for the representation of each content area. The focus were compact product parts, which are subdivided into different sub-areas and an intuitive navigation. On the other hand, the editors can use customizing options to customize the website layouts according to their corporate design.
A central control, in form of a master layout makes it also possibile to play automaticall out design elements – such as color codes or fonts – for all templates. The only exception is the website of Uniroyal, for which Arvato Systems has developed and provided a seperate template due to its many independent features and specific requirements.
In addition to the editors, the website visitors also benefit from a greatly improved usability.