Continental has announced a major strategic shift in its Commercial Specialty Tires business. The company will discontinue its agricultural tyre segment by the end of 2025 and will instead concentrate its efforts on material handling, earthmoving, and port operations tyres.
The decision follows a detailed business review and reflects what Continental describes as increasing commoditisation in the agricultural tyre market. The brand noted that ongoing market disruptions have made it difficult to maintain its long-term ambitions in the sector.
Affected staff are primarily based at Continental’s tyre plant in Lousado, Portugal. The company says it is committed to supporting these employees during the transition, with the intention of offering most alternative roles within the wider Continental organisation.
Paul Williams, Head of Continental Commercial Specialty Tires, commented:
“We are proud of the contributions we as a team have made to the agricultural industry and the trustful relationships we have built with our customers and partners. Sharpening the focus of our Commercial Specialty Tires business will further leverage our resources towards our strengths in Material Handling, Earthmoving and Port Operations Tires.”
Continental confirmed it will continue to honour all contractual delivery obligations through to the end of 2025. This includes supply of its existing agri lines: TractorMaster, Tractor70, Tractor85, CombineMaster, and CompactMaster.
Meanwhile, its Multi-Purpose Tyres lines will remain part of the Commercial Specialty Tires portfolio and are unaffected by this decision.
Disclaimer: This content may include forward-looking statements. Views expressed are not verified or endorsed by Tyre News Media.
About Tyre News Media:
Tyre News Media is an independent, digital-first news platform for the tyre industry, connecting brands with a focused trade audience across the UK, Europe and international tyre markets.
Our coverage spans sustainability, innovation, regulation, product launches, OE wins, ESG strategies, fleet trends and wider market developments, giving the trade a clear view of what is happening and why it matters.
Subscription-free, paperless and easy to access, Tyre News Media is built for how the industry reads, shares and engages with news today. This open-access approach helps us reach one of the largest online tyre trade readerships in the sector.
For advertisers, Tyre News Media offers a direct route to manufacturers, wholesalers, retailers, fleet operators, recycling businesses, service providers and decision-makers across the industry.
Advertising options include display campaigns, sponsored content, newsletter promotion and tailored campaign packages. Campaigns can be tracked and reported, helping marketing teams measure performance and understand the value of their spend.
To discuss advertising opportunities with Tyre News Media, contact us today >
.png)
.png)
.png)
