Continental Digital Transformation

Continental Digital Transformation

Digitalization is changing people's everyday lives as well as the economic environment in which companies operate. The digital transformation will describe the evolutionary process by which - in this case - companies adapt to this digital change. In the following Continental's Digital Transformation will be described in detail.


Company name:Continental AG
Description:One of the world’s leading companies in the automotive supplier industry.
Chief Digital Officer (CDO):Harald Schirmer

Social Media Continental


Chief Digital Officer (CDO)

Name:Harald Schirmer

Social Media Chief Digital Officer (CDO)


External Digitalization

Digitalization is changing the demands that customers and suppliers, but also the market itself, place on the company. External digitalization is about how the company presents itself to the outside world and how it deals with these new requirements in order to be able to continue to operate successfully in the market.

This is about answering the questions:

  • How can I design my product range to inspire the customer? (Raise Net Promoter Score)
  • How can I bring my products to market as quickly as possible? (Go-to-Market strategy)

Digital Unit external

Describes own companies, which deal intensively with the topic digitization and promote this topic. Digital Unit external and Digital Unit internal cannot always be clearly separated from each other.


Digital Business Model (Value Proposition)

A business model describes how a company creates value, communicates that value and records it as revenue. Digitalization creates entirely new ways in which a company can create value that can be integrated into existing business models. Value proposition is the core of the business model, as it determines the benefits a company can offer its customers. Existing companies must therefore review their business models (in particular value proposition) and determine whether a new approach created by digitization should be used to increase the benefits for the customer.

More about digital business model can be found here in the glossary: Business Model.

Digital solutions in the automotive supplier sector

Company name:Parkpoket (Own Startup)
Description:Founded in 2013, Parkpoket has set itself the task of solving the “parking problem”. The company works with data and creates transparency with regard to the parking situation.
Drivers are informed in real time about available parking spaces, prices, opening hours, electric car charging stations and other functions and finally navigated to the right place. In addition to Parkpocket’s own mobile app, the parking solution can be integrated into various digital devices, services and networked vehicle solutions.
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Competitor:Parking Slot
Competitor’s Website:

Digital Accelerators

Accelerators are institutions which support companies, e.g. through consulting, training or personnel, so that they can develop as quickly as possible. Normally these are startups that are helped by Accelerators. In this cooperation, a company already established on the market is supported, which faces new challenges or has to grow into the digital transformation.
More about Accelerators can be found here in the glossary: Accelerator.


Digital Incubators

Incubators are facilities that create optimal conditions for a company to develop fully. Incubators are also usually associated with startups. In this context, incubators create optimal conditions for successfully integrating the changes associated with digitization into an existing company.
You can find out more about incubators here in the glossary: Incubator.

Description:Co-Pace is Continental’s start-up promotion program.
Co-Pace is particularly aimed at start-ups who are involved with
autonomous systems, artificial intelligence, advanced materials, data security, novel batteries, propulsion systems or smart cities. With Co-Pace, Continental aims to establish links between up-and-coming companies and companies at Continental and help shape them – from the concept to the actual implementation. This is how Continental wants to shape the future of mobility.
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Digital Startups

Digital startups of the corporate.
More about Startups can be found here in the glossary: Startup.


Digital Hubs

Digital Hubs are outsourced premises of a company in which innovations are dedicated to the topic of digitization. By means of other work processes and unfastened corporate structures, the networking of internal and external expertise is intended to create digital innovations that drive the company forward.
You can find out more about Digital Hub here in the glossary: Digital Hub.



Apps of the corporate.
More about Apps can be found here in the glossary: App.

Google App Store:

Further Apps

App name:Conti eBike App
Description:The Conti eBike App is an optimal extension for all eBikes which are equipped with the Conti eBike System as well as with a Bluetooth-enabled display/battery. With this app many additional functions can be used which are based on the Conti eBike System. These refer for example to navigation (route guidance, online navigation with different providers, such as Google Maps, offline navigation by downloading maps), the tour manager (e.g. route planning on other devices, route recording and sharing, etc.), the fitness area (e.g. calorie display, graphical analysis of data such as altitude meters and speed) and general information (altitude meters, weather, speed, etc.).
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Google App Store:

App name:Parkpoket
Description:App from the company of the same name, which is intended to make it much easier to find a parking space in the city centre.
Drivers are informed in real time about free parking spaces, prices, opening hours, electric car charging stations and other functions and finally navigated to the right place.
Google App Store:

Internal Digitalization

Refers to the digitization of internal company structures and processes. Here, the digitization of the company's own product and service chain is at the forefront.

This is about answering the questions:

  • How can I increase my productivity through even more digital processes?
  • How can I increase my productivity through even more digital processes?
  • How can I achieve faster results through even more digitalisation in the company?

Digital Unit internal

Describes internal company departments or even a direct subsidiary that deals intensively with the topic of digitization and drives it forward. Digital Unit external and Digital Unit internal cannot always be clearly separated from each other.

Digital solutions for commercial vehicle tyresDigital Solutions Commercial Vehicle Tires is a new department within the company.
In this new organizational unit, Continental combines all relevant functions for digital solutions with regard to vehicle tires – for trucks, buses and special vehicles. In this department, the entire process from research and development to the organizational framework, such as the personnel for this area, is controlled. Digital Solutions Commercial Vehicle Tires supports both the development and expansion of digital solutions for commercial vehicle tires worldwide.

Digital Strategy

Describes the strategy, i.e. the long-term behavioural plan, of how a company wants to implement digitalization within the company.

Digital Enterprise 3.0 In order to implement digitization in a uniform manner, “Working and also beeing digital” applies to Continental.
Working digital is, for example, the use of digital devices in the existing working environment. Being digital goes one step further and refers to the concrete integration of digital solutions in the entire business process and in corporate structures, which can also contribute to the transformation of the business model itself.
In order to really be able to satisfy the status of a Digital Enterprise 3.0, the company wants to realize the new opportunities of digitization on different levels. This includes, for example, data-driven processes as well as a maximum exploitation of the automation of processes.
You can find an overview of all dimensions of Digital Enterprise 3.0 as well as approaches on how Covestro wants to implement this strategy here.

Digital Governance

Digital Governance ensures that the digital strategy is properly implemented. And - vice versa - governance should serve to support the alignment of the digital architecture. It refers to the management and interaction with employees in connection with the implementation of digitalization in the company.


Digital Architecture

Digital Architecture describes the structure of corporate structures and areas that the company uses to implement digitalization in the best possible way.

Leadership Development ArchitectureWith regard to its management culture, Continental focuses above all on conveying values, promoting critical self-reflection, giving feedback, valuing and creating scope for creative processes.
The changed understanding of leadership roles and other tasks, primarily due to digitalization, are making leadership more demanding and complex. In order to support employees in appropriate positions, Continental relies on a portfolio of different development programs as part of its Leadership Development Architecture. This is tailored to individual needs and helps managers to effectively implement their tasks.

Digital Processes

Digital processes refer to processes that the company uses to implement digitalization. Based on this, it is used for the internal digitalization. Usually they are implemented based on a business process map on different levels (e.g. level 1-5). Processes designed on level 1 are End-to-End (E2E) processes. Business Process Management (BPM) is the methodology to design and manage digital processes.


Digital Organization

Type of control of the business units that the company chooses to implement digitalization.

Future WorkFuture Work is an initiative to successfully use the opportunities of digitalization on all levels of the company. Through Future Work, Continental has created a plan for the implementation of these opportunities.

The initiative primarily relates to 4 different areas: Diversity, leadership, flexibility and learning/continuing education.

More details can be found here.

Digital Platform

Describes platforms that the company uses for implementation or as part of its digital strategy.

ContiConnectContiConnect is a digital tyre monitoring platform for commercial fleets. With this platform, the tyres of fleet vehicles can also be monitored when the vehicles are on the road and elsewhere. The system helps to manage the fleet and maximise its efficiency by providing information on tyre pressures that deviate from the specified values. As a result, the fleet benefits from a reduced number of breakdowns and lower maintenance costs. At the same time, the operating time of the vehicles can be increased.

Digital Tools

Describes tools (e.g. programs) that the company uses to implement or within the framework of the digital strategy.


Posts regarding Continental

Posts regarding automotive sector

See also

See also (glossary External Digitalization):

See also (glossary Internal Digitalization):