Continental, the German premium tyre and technology company, is now entering its 150th year, and can look back over a rich and colourful history as an industry leader in the business of connectivity and mobility of people and their goods, both globally and across the Middle East region.
And while the brand’s position as a leader in its field has remained consistent throughout this remarkable period of time, one other element has remained almost as consistent – the iconic horse symbol that forms part of the Continental logo.
Although there are no records to prove definitively why the horse is utilised in the logo, and the visual style may have slightly changed over the years, there’s no denying this iconic symbol dates back almost as long as Continental itself and rightfully deserves its place in the 150-year anniversary celebrations. But why is a horse used in the Continental Tire logo?!
To answer that question, it was necessary to dig back into the Continental Tire history archives as far back as 1875. The distinctive horse first appeared in that year and the most widely believed theory of its appearance is that it all began when a veterinarian named Hartmann invented hoof buffers, which were made from soft rubber and prevented horses from slipping on icy surfaces. The hoof buffers also improved the animal’s overall mobility. Continental organised the production and distribution of the hoof buffers, which each carried an icon that displayed the jumping horse.
There are a couple of other theories of why the horse is incorporated into the Continental logo too…
The company’s roots are in Hanover, Germany, where the horse has long been a traditional symbol in the region. It was used in the coat of arms for the Dukes of Brunswick-Lüneburg beginning in the 14th century and is still used today in the German state of Lower Saxony. The Hanoverian as a breed, is one of the oldest, most numerous of the warmblood breeds and is known for its wonderful temperament, handsome looks and elegant movement.
The horse was a well-known icon in Hanover when Continental was founded in 1871, so it’s believed that Continental could have utilised its popularity to emphasise the company’s connection to the city and the region.
Another theory suggests that the horse in the logo symbolises the fine qualities of the animal: notably, strength, agility, and extraordinary endurance, along with speed, honour and freedom.
Speaking about the brand’s 150th anniversary, which falls this October, Karel Kucera, Managing Director Middle East and Africa, said: “Continental is responsible for the world’s first patterned tread tyre and has produced generations of premium tyres for everything from bicycles, motorcycles and commercial vehicles, to the world’s finest performance supercars. It’s also the first tyre manufacturer to introduce a range of tyres specifically for the Middle East region, with its Generation 6 collection. So it’s a great time to be part of the Continental family and share in this very special anniversary year.”
Here in the Middle East, horses, and especially the native Arabian variety, are greatly prized and enjoy a long association that connotes nobility and grace in addition to all of the qualities mentioned above. Could this be a reason why Continental has such a solid grounding in this region, alongside its German roots?
No matter the theory, the horse continues to be the symbol of a wonderful company that began in Hanover, Germany, and has now expanded into 61 countries, with over 150 years of history – and generation upon generation of tyres.
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