INTERVIEW Serban Nicolescu, Continental Tires: “We are modernizing our industrial platform to enhance infrastructure and sustainability”

“Continental Tires Romania looks back at a successful 2024. Our priority in manufacturing was to enhance quality, efficiency and innovation, integrating digitalization into production to boost flexibility and future-proof jobs,” Șerban Nicolescu, General Manager Continental Tires Romania, told Automotive Today.

“In 2025, our focus remains on delivering high-quality, innovative products, while continuously improving efficiency and sustainability. We are committed to optimizing our processes, improving energy efficiency, and advancing automation and digitalization. (…)

As part of the urban development plan, in agreement with our Timișoara City Hall, we are modernizing our industrial platform to enhance infrastructure and sustainability. This includes building a new road to ease traffic flow, constructing an after-school facility for Continental employees, and creating a sports field for the community.

In addition, we are installing photovoltaic panels for renewable energy and upgrading our production halls with a strong focus on sustainability and energy efficiency. This includes improvements in climate control systems, heat pumps, and advanced manufacturing technologies to reduce environmental impact and enhance operational performance.”

What were the key achievements for your company in 2024?

Continental Tires Romania looks back at a successful 2024. Our priority in manufacturing was to enhance quality, efficiency and innovation, integrating digitalization into production to boost flexibility and future-proof jobs. In education, we expanded partnerships with universities and vocational schools, launching Romania’s first Dual University with Polytechnics University from Timisoara. In corporate citizenship, we contributed to the community by equipping a local hospital with a brachytherapy applicator for improved cancer treatment and co-inaugurating the Revolution Portal with Timișoara City Hall to honor the heroes of 1989. Additionally, through Gândit în România, supported by the Ministry of Culture, we promoted Romanian excellence and inspired future generations. These achievements reflect our ongoing commitment to innovation, sustainability, and social responsibility.

What were the biggest challenges your company faced in 2024, and how did you address them? How have these experiences prepared you for the future?

Like the rest of the industry, we faced raw material cost fluctuations, which we mitigated by strengthening our supplier network and boosting operational resilience.

To navigate labor market shifts, we invested in employee development, employer branding, and workplace improvements, making Continental Tires Romania an even more attractive employer.

These challenges have enhanced our adaptability and reinforced our long-term sustainability.

What are your top priorities and objectives for 2025? How do these goals support your company’s long-term vision?

In 2025, our focus remains on delivering high-quality, innovative products, while continuously improving efficiency and sustainability. We are committed to optimizing our processes, improving energy efficiency, and advancing automation and digitalization.

At the same time, we continue to strengthen our workplace culture by investing in our people, leadership development, and community engagement. By driving excellence in operations, sustainability, and talent growth, we are building a solid foundation for long-term success.

What specific initiatives are planned to advance sustainability in 2025?

Sustainability remains at the core of our strategy, guiding both our operations and community engagement. In 2025, we will continue optimizing resource efficiency, reducing waste, and implementing energy-saving technologies to minimize our environmental impact. Beyond our production efforts, we remain committed to fostering a cleaner, greener community through tree-planting initiatives and recycling programs. By integrating sustainable practices into everything we do, we aim to create long-term value for both our business and society.

Are there any planned investments in R&D, facilities, or partnerships in 2025?

As part of the urban development plan, in agreement with our Timișoara City Hall, we are modernizing our industrial platform to enhance infrastructure and sustainability. This includes building a new road to ease traffic flow, constructing an after-school facility for Continental employees, and creating a sports field for the community.

In addition, we are installing photovoltaic panels for renewable energy and upgrading our production halls with a strong focus on sustainability and energy efficiency. This includes improvements in climate control systems, heat pumps, and advanced manufacturing technologies to reduce environmental impact and enhance operational performance.

What challenges do you foresee for the automotive industry in 2025 (e.g., supply chain, raw material costs, or regulatory changes)? How is your company preparing to address these challenges?

In 2025, the automotive industry will continue to face major transformations, evolving regulations and customer specific requirements. We see these challenges as an opportunity to drive manufacturing business success, optimizing costs and accelerating the transition to green energy, automation, and digitalization, thus making the industry more attractive for the next generation. These steps will help us navigate challenges while seizing opportunities for growth in Romania and beyond.

With the rapid changes in the automotive industry, what challenges are you facing in attracting and retaining talent?

In a highly competitive labor market, attracting and retaining top talent remains a priority for us. The industry faces a growing shortage of technical specialists, particularly in areas such as maintenance, automation, and material engineering, making it essential to invest in future generations. We also understand our responsability to improve the image of the industry in Romania, as we are convinced it will make the difference in the country’s development. We want to attract the young generation into a succesfull and meaningful career, establishing long-term partnerships with leading universities and vocational schools, launching dedicated programs such as the Dual University with Politehnica University of Timișoara and internal Electricians School. With nearly 100 interns annually, we provide hands-on experience, facilitate career integration, and develop a strong recruitment pipeline.

How does 2025 fit into your company’s 5- or 10-year strategic vision?

The year 2025 is key in our long-term strategy, reinforcing our commitment to innovation, operational excellence and sustainability. We are focused on process optimization, reducing waste, and increasing energy efficiency. At the same time, we continue strengthening our role as a top employer by fostering a culture of integrity, leadership, and employee well-being. Creating a positive impact in our community remains a strong pillar of our vision. By aligning our efforts with our long-term vision, we are building a strong foundation for a more efficient, sustainable, and community-driven future.

Are there any major shifts you anticipate in the automotive industry that could shape your strategy?

The automotive industry is passing through a transformation for several years now. We anticipate continued emphasis on energy efficiency, process optimization, environmental responsibility and customer centricity, which align with our ongoing investments and strategy. This comes with a lot of challenges ahead and the expertise and creativity of our employees goes beyond and brings many new innovations and pioneering solutions.

What advice or insights would you share with other companies navigating the evolving automotive landscape?

The automotive industry is on a journey toward digitalization and automation, offering significant potential for enhancing operational excellence and sustainability and this will further drive economic and social development. Making the industrial environment more attractive for the younger generation should be a priority for all companies in the business. Above all, investing in people, improving working conditions, fostering strong leadership, and engaging with the community are key to long-term success.