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CTNA Updates Gold Program, Sets Ad Plans

Continental Tire North America announced changes to its Gold Dealer Program and the launch of its new Continental brand advertising effort.

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The Gold Dealer Program, CTNA’s associate dealer incentive program, has been adjusted to allow member dealers to earn higher cash payments for tire purchases.

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“We had great success with our Gold Dealer Program in 2008, so we’re upping the ante for even greater rewards in 2009,” said Madonna Conroy, CTNA marketing programs administrator. “Now Gold dealers can earn higher cash rewards of up to $8 per tire for selling premium products.”

In addition to the quarterly rewards on all Continental and General Tire purchases, for 2009, Gold dealers are eligible to receive a one-time year-end bonus on all of their 2009 purchases, she said.

The year-end bonus is based on the number of tires sold: Gold Elite dealers who purchase 1,800 units will receive a bonus of $1.25/tire; Gold Select dealers who purchase 1,200 tires will receive a bonus of $1/tire and the bonus for Gold Standard dealers who purchase 700 tires is $.75/tire.  The bonus does not apply to Gold Express Dealers, who purchase 300 units per year.

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In addition to the quarterly cash rewards and year-end bonus, Gold dealers also receive a customized start-up kit, UHP Express Ship Program, training and certification on CTNA’s Engage360 online training modules, customized showroom components and signage, listing on CTNA’s online dealer locators, access to online POS materials ordering, and CTNA’s Real Performance Motivation program.

The new Continental brand ad program, with the theme of “Confidence,” will launch in January, and will appear in a wide range of print and electronic publications, as well as in Continental’s point-of-sale and other printed materials. (Tire Review/Akron)

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