Continental AG’s U.S. ContiTech unit has launched a new marketing campaign – called Ability – to support its services and product lines for North America.

The new campaign will encompass ContiTech’s marketing communication efforts, including trade advertising and promotional materials.

“ContiTech’s acquisition of Veyance Technologies gave us a unique opportunity to give our customers ‘more’,” said Anthony DiGiacobbe, marketing communications director for ContiTech NAFTA. “It was important that only the name would change – not the products. It meant that customers would expect the same level of quality and dependability, and then more. That ‘more’ idea was that they would now have more innovation, more engineering, a bigger portfolio of products, a larger network, all ‘more’ to help the customers take their business to the next level – regardless of the industry.”

DiGiacobbe said that the new Ability marketing campaign translates into “Add More Ability To What You Do.”