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Continental Tyre SA welcomes new MD


Continental Tyre SA welcomes new MD

Continental Tyre SA officially welcomes new Managing Director


  • Martin Buday joins Continental Tyre SA, taking over the reins from Shaun Uys
  • Buday has almost two decades of experience in the tyre industry, the last 14 years with Continental in various roles in Europe, the Middle East and Africa
  • He will be driving renewed focus on the long-term sustainability of the tyre business and operations in South Africa, in line with Continental’s Vision 2030 strategic program for the Tires business area


PORT ELIZABETH, South Africa, 1 March 2021 – Continental Tyre South Africa (CTSA) is proud to announce that Martin Buday has officially taken over the reins as managing director, bringing almost two decades of experience in the tyre industry, and the last 14 years with Continental in various roles in Europe, the Middle East and Africa.

Buday stepped into the position in 2020, replacing Shaun Uys who took up a new assignment with Continental Tire in the United States. However, due to the COVID-19 pandemic and resultant restrictions on international travel, Buday was forced to work remotely from the Czech Republic, where he previously served as General Market Manager and MD for the Czech and Slovak markets.

Now on South African soil, Buday is ready to lead the South African operation, which includes Continental’s only tyre manufacturing facility on the African continent, producing world-class tyres for domestic sales – supplying the original equipment and replacement sectors – along with exports to the Americas, the Asia Pacific region, as well as Europe, the Middle East and Africa. As the only tyre company that supplies seven of the major vehicle manufacturers in South Africa, Continental Tyre SA plays an important role in the local automotive industry.

“Last year was very difficult for all of us, but I am looking forward to this exciting new opportunity to be a part of the Continental team in South Africa,” Buday says. “For 2021, one of the key objectives for the management team is for CTSA to get onto a growth path again and improve our financial results.

“We need to reignite our winning mindset, motivation, energy and focus on achieving our short and medium-term goals, and at the same time show a high level of flexibility and agility to be able to adapt to the changing market environment. The implementation of Continental’s Vision 2030 strategic program for the tyre business will ensure that we have a solid foundation on which to build,” he adds.

Buday has spent his entire working career in the tyre industry. His association with Continental started in 2007 when the tyre manufacturing giant took over Matador, one of the last independent tyre producers in Europe. Buday had been employed by Matador since his graduation in 2002, having held several positions in marketing and sales over the years.

Buday’s decision to join the South African entity was made in February 2020, mere weeks before the pandemic effectively brought the world to a standstill.

“I’m very happy to finally be in South Africa, and I want to use this opportunity to thank to my colleagues from the executive management team for steering the organisation.” Buday states. “Despite the products being the same around the world, this is a new market for me, and I have to admit that still I need to gain a better understanding of the market environment. However, it’s already clear that the South African team is committed and has established a strong presence in the original equipment market and the replacement market.

“Now we need to focus on the long-term sustainability of our business and operations in South Africa, capitalising on our strengths, improving where and how we can, and exploiting all growth opportunities. We need to ensure that we make full use of the opportunities provided by Continental’s Vision 2030 strategy.”

Vision 2030 is focused on the systematic customer-centric alignment of the Continental Tires business area and related activities. In addition, the Tires business area is targeting further profitable growth and, in a fast-changing market environment, aiming to set itself apart from the competition in respect of sustainability, and through digital solutions.


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Continental develops pioneering technologies and services for sustainable and connected mobility of people and their goods. Founded in 1871, the technology company offers safe, efficient, intelligent, and affordable solutions for vehicles, machines, traffic and transportation. In 2019, Continental generated sales of €44.5 billion and currently employs more than 233,000 people in 59 countries and markets. In 2021, the company celebrates its 150th anniversary.

The Tires business area has 24 production and development locations worldwide. Continental is one of the leading tire manufacturers with more than 56,000 employees and posted sales of €11.7 billion in 2019 in this business area. Continental ranks among the technology leaders in tire production and offers a broad product range for passenger cars, commercial and special-purpose vehicles as well as two-wheelers. Through continuous investment in research and development, Continental makes a major contribution to safe, cost-effective and ecologically efficient mobility. The portfolio of the Tires business area includes services for the tire trade and fleet applications, as well as digital management systems for tires.


Press contacts

South Africa:

Jiminy Bosman
PR and Communications Manager

BU Replacement EMEA

Continental Tyre SA (Pty) Ltd
Phone: +27 41 406 5640

Mobile: +27 83 656 9172




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