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The Independent Automotive Aftermarket Federation

MAHLE unleashes its brand power through new innovative packaging

Date: 30-Nov-2018

MAHLE Aftermarket has introduced a fresh new packaging design across seven of its leading brands, underlining its brand power both globally and regionally. 

Simple, clear and compact, the new-style packaging will feature bold colours, concise information and a clearer design, all aimed at facilitating handling in motor factors and workshops. It will be available from 1st January 2019, with the current packaging to be used in the interim before being gradually faded out.

Reflecting its brand promise internationally, the global sales name will simply become MAHLE, with a bright blue and white packaging design, while the MAHLE security labels will remain unchanged. This is to ensure reliable identification of MAHLE’s original packaging and presents a robust response to the recent rise in product piracy.

Besides MAHLE, among the seven worldwide brands set to make a striking impact on the UK aftermarket with a new look is European filtration specialist KNECHT FILTER, global thermal management expert BEHR, and new in the MAHLE brand family since 2018, BRAIN BEE, the market leaders in workshop equipment.

The renowned brands will receive a boost with strikingly coloured packaging, further enhancing their offering to customers. 

Jonathan Walker, General Manager Aftermarket UK & Ireland, said: “After more than a decade, we have decided to enhance our packaging in order to further build on the strong brand recognition at both garage and motor factor level. MAHLE Aftermarket unites seven strong brands that are synonymous with innovation and uncompromising quality, with the uniform, simplified and fresh look of the newly developed packaging design supporting the clear message that MAHLE is easy to deal with, straightforward, and always in original quality.”

The MAHLE brand is one of the world’s best-known aftermarket brands, representing spare parts in original equipment quality along the entire powertrain, covering engine components, filtration, engine cooling and air conditioning, starter motors and alternators, and workshop equipment.

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