Continental Tire the Americas has announced the appointment of Ashok Vedanayagam as the new Head of Marketing for Passenger and Truck Tires across North and South America. In his new role, Vedanayagam will oversee a wide range of responsibilities, including product management, marketing communications, public relations, e-business, market intelligence, pricing, and strategic planning for the region. “We are thrilled to have Ashok in this crucial position,” said Dr. Jochen Etzel, CEO of Continental Tire the Americas. “His extensive international experience and deep industry knowledge will be vital in driving the value we deliver to our customers in the Americas. His ability to align our strategies with evolving customer needs will help strengthen our leadership in the region.”
With over 20 years of leadership experience in the automotive and tire industries, Vedanayagam has been with Continental since 2014, holding several executive positions. Most recently, he served as Key Account Manager for Truck OEMs in the Americas, and prior to that, he led the company’s Marketing operations for the Asia Pacific region.
Continental, a global leader in innovative technologies and services for sustainable and connected mobility, was founded in 1871. The company offers safe, efficient, intelligent, and cost-effective solutions for vehicles, machines, traffic, and transportation. In 2023, Continental reported sales of €41.4 billion, employing approximately 200,000 people across 56 countries.
Continental’s tire division, part of its Tires group sector, focuses on making mobility safer, smarter, and more sustainable. The premium tire portfolio includes products for cars, trucks, buses, two-wheelers, and specialty vehicles, along with smart solutions and services for fleets and tire retailers. As one of the world’s largest tire manufacturers, the Tires group generated €14 billion in sales in 2023 and employs over 56,000 people worldwide, with 20 production sites and 16 development locations.
