Continental rebrands automotive division as AUMOVIO with Morganton plants at the core

Combining tradition, heritage, strong market position, and technological expertise, global automotive leader Continental AG, with two plants in Morganton, has renamed its automotive business AUMOVIO, effective April 23.

Rebranding in Morganton and throughout the world begins immediately.

AUMOVIO is a coined term that reflects the company’s vision for the future of mobility and aligns the company’s focus on autonomous driving, software-defined vehicles and sustainable mobility solutions. The new brand was unveiled at Auto Shanghai 2025 where Continental also showcased its latest technologies including intelligent driving systems.

The spin-off by Continental AG of its automotive group sector into AUMOVIO is part of the Germany-based conglomerate’s broader strategy to create more agile and focused business units.

Morganton is home to AUMOVIO’s premier manufacturing operation in North America for high-technology braking and suspension systems for about 25% of the automotive market. With two plants totaling 361,712 square feet near I-40 on Jamestown Road in Morganton, the business employs about 400 workers.

Current sales figures for Morganton are not made available by the company, but previous reports put annual totals from the plants at close to $750,000. Globally, AUMOVIO employs around 92,000 people and generated sales of about $22 billion in fiscal year 2024, according to corporate information.

David Jones, general manager of the Morganton operations, said, “Relative to our day to day operations in Morganton, we expect the impact of the spin off and name change to be minimal in the short term. Longer term we are excited the spin off will create a focus that enhances growth opportunities for Plant Morganton specifically and Aumovio as a whole.”

In addition to its strong market position with innovative sensor solutions, displays, and technologically leading braking and comfort systems, AUMOVIO has significant expertise in software, architecture platforms and assistance systems for the rapidly growing future market of software-defined and autonomous vehicles, states a company report.

Berylis Strategy Advisors, a top-management consulting firm focused on the automotive sector, expects AUMOVIO-type solutions and systems to grow by an average of 4.7% annually until 2029.

The new brand, with “AUMOVIO” in crisp, all-caps, sans-serif typography and centered across a dynamic gradient background, is vibrant, contemporary, and signals a brand on the cusp of something new and electrifying, according to a study of the brand.