LAS VEGAS – MAHLE Clevite today at AAPEX announced the implementation of a new brand strategy for its North American Aftermarket products, designed to streamline the brand portfolio. Re-branding initiatives include a number of product line transitions to the MAHLE Original brand, as well as changes to the MAHLE Original logo and packaging. These moves will improve awareness and consistency among North American brands, said the company.

Currently, MAHLE is transitioning all light vehicle engine parts categories – except engine bearings – to the MAHLE Original brand. All engine bearings as well as heavy duty products for American applications will keep the Clevite brand.

Consistent with the MAHLE Original light vehicle engine parts strategy, light vehicle Perfect Circle piston rings will also transition to the new MAHLE Original brand while heavy duty Perfect Circle rings move to the Clevite brand. The goal is for the phase out of the Perfect Circle brand from the North American Aftermarket by the end of 2010.

“Re-branding our product lines with the MAHLE Original brand helps to create a new identity that combines the benefits of quality brands like Perfect Circle with the international brand awareness of MAHLE,” said Ted Hughes, team leader – program development for MAHLE Clevite. “Changes to the MAHLE Original logo and packaging also play an important role in reinforcing the MAHLE identity we want people to recognize and associate with quality and innovation.”

The new MAHLE Original identity and packaging will begin to show up in the market as part of a rolling change beginning this month.

“While our re-branding strategy was intended to begin earlier in 2009, we have taken the time to review and evaluate each product line before proceeding with the re-branding process,” said Jesse Jones, manager – marketing for MAHLE Clevite Inc.  “We are pleased with where we stand in the process and are eager to see the bulk of the branding strategy roll out on the shelves in the months ahead.”

Light vehicle engine parts products that will not change to the MAHLE Original brand include Clevite engine bearings and Victor Reinz gaskets (Victor Reinz is property of Dana Limited and used under license to MAHLE Clevite).

Additionally, Clevite expands its global presence as it remains the primary brand of the MAHLE heavy duty product line worldwide for American applications.

Visit MAHLE Clevite at booth#3132.