MAHLE Clevite Implements New Brand Strategy for North American Aftermarket Products - Engine Builder Magazine
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MAHLE Clevite Implements New Brand Strategy for North American Aftermarket Products


MAHLE Clevite
recently 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.

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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.

For more information about MAHLE Clevite and its brands, visit, or contact your local service representative.

Engine Builder Magazine