LIPPSTADT, Germany – HELLA, a leading global supplier of automotive lighting and electronics, is introducing a new corporate brand message.
 
"Technology with Vision" will be phased into the company’s communications programs and product literature on a global basis over the next year. It replaces "Ideas today for the cars of tomorrow," a brand message used by HELLA for more than 20 years.
 
HELLA says the new theme is intended to further emphasize the company’s core business focus and range of expertise.
 
"The new brand message convincingly expresses precisely what HELLA has represented for more than 100 years – namely technological expertise, robust innovation, sustainability and a path towards the future," said Dr. Juergen Behrend, chairman and president of the company. "This outwardly visible performance promise reflects, above all, our employees’ own self-image. In addition, the double meaning of the word ‘vision’ very nicely illustrates the roots of the company in areas of ‘light and vision’ on the one hand. On the other, the new theme emphasizes the meaning of a forward-looking, responsible corporate strategy for our enterprise."
 
A corporate video recently introduced on the company’s website underlines HELLA’s "Technology with Vision" message. The four-minute video covers the company’s various areas of expertise, from lighting technology to vehicle electronics, aftermarket activities and industry programs. The new theme will be combined with the HELLA logo in the future.