Czech tire maker Mitas has started to phase out the Continental brand on its agricultural products.
Starting in January, the higher-spec products coming out of Mitas factories in Europe and the U.S. will be supplied to OEMs carrying “Mitas Premium” identification. Tires produced for the replacement market will change over progressively ahead of the 2019 expiry of the license to use the Continental brand.
“Our strategy is to build equity in a single brand, namely…
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