MAHLE Clevite Unveils New North American Aftermarket Brand Strategy - aftermarketNews

MAHLE Clevite Unveils New North American Aftermarket Brand Strategy

In an effort to present a more consistent branding strategy worldwide, MAHLE Clevite Inc. will immediately transition all of its light vehicle engine part categories - except engine bearings - to the MAHLE Original brand.

LAS VEGAS – MAHLE Clevite Inc. this week at AAPEX unveiled a new brand strategy for its aftermarket products in North America.

In an effort to present a more consistent branding strategy worldwide, MAHLE Clevite Inc. will immediately transition all of its light vehicle engine part categories – except engine bearings – to the MAHLE Original brand. All heavy duty products will remain Clevite brand.

Additionally, beginning in 2009 as part of the new brand strategy, MAHLE Clevite will introduce the brand new MAHLE Original piston ring line, currently sold in North America as Perfect Circle piston rings. The new brand and identity for the piston ring line combines the benefits of Perfect Circle with the international brand awareness of MAHLE. The Perfect Circle brand will be phased out gradually from the North American Aftermarket.

“We are eager to begin positioning engine parts sold through MAHLE Clevite in North America to the MAHLE Original brand, “ said Ted Hughes, team leader – program development for MAHLE Clevite. “The blue MAHLE logo is synonymous with quality around the world, so this is the next logical step for MAHLE Clevite as we work to more effectively position our products in the global marketplace.”

The MAHLE Original brand will also take on a new appearance, moving from a red rectangular logo, to a blue MAHLE Original logo that reinforces the main MAHLE identity. Changes to packaging will be implemented on a gradual basis, beginning in early 2009.

“Although we are eager to move quickly with this re-branding strategy, we understand the needs of our distributors and will work with them to achieve an effective, seamless transition for these product lines,” said Jesse Jones, manager – marketing for MAHLE Clevite Inc. “We will review products one by one and evaluate needs and challenges for each before proceeding with the re-branding process.”

As an exception to this branding strategy, as mentioned previously, engine bearings will remain under the Clevite brand, and gaskets will continue to be sold under the Victor Reinz brand.

In addition, Clevite expands its global presence as it remains the primary brand of the MAHLE heavy duty product line worldwide for American applications. Clevite heavy duty piston rings will also replace the Perfect Circle brand.

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