Continental has named Denzel Lall as sales technical training specialist.

In this role, Lall will join Continental’s training team and be responsible for the organization, coordination and execution of presentations and demonstrations for existing and potential customers in the Western United States. He will provide training for both the VDO REDI-Sensor and ATE Brake Systems brands.

“Lall has a deep understanding of undercar mechanical workings and brings a wealth of experience in tire and wheel service to the team,” Continental said in a news release. “In addition to providing presentations and technical expertise, Lall will conduct education sessions with automotive repair shops, tire shops, parts retailers, distributors, students and instructors in the industry. Lall also will support the sales personnel with training sessions on the latest Continental product offerings and innovations.”

Prior to joining Continental, Lall worked for Tirehub as a customer engagement specialist and inside sales representative from 2018 to 2019. In this role, Lall developed and maintained relationships with key customers and collaborated with the field sales team to help maximize program sales.

Before Tirehub, Lall worked as an assistant manager at Discount Tire for more than four years, where he performed tire service and also provided technical training and guidance to customers and tire service technicians.