Continental, worldwide manufacturer of automotive and heavy-duty aftermarket products for a variety of applications, announced it is emphasizing its commitment to “Elite” automotive technicians through a new aftermarket theme entitled, “We Get It!”

“Automotive technicians are highly trained, dedicated professionals, requiring years of schooling and on-the-job experience to become trustworthy experts in their field,” said Tom Lee, Continental’s marketing manager for its North American aftermarket business. ”And at Continental, we get it. That’s why we are re-emphasizing our commitment to these individuals and the work they perform on a daily basis.”

The company says the “We Get It” theme highlights the Continental Elite aftermarket products and their OE-quality parts and accessories that live up to the exacting standards upon which technicians support. “We get it that their jobs and reputations are built in great part upon the quality parts that they recommend and use,” said Lee. “That’s why we will continue to support those dedicated professionals with only the best of the best.”

For the remainder of 2016 and 2017, Continental will reinforce the “We Get It” theme with advertising and other collateral in both print, electronic and social media. Other supporting offerings will include a new aftermarket handbook for installers as well as a new catalog for timing kit products.