Mahle Clevite announces new brand strategy

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Mahle Clevite Inc. has announced 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. is transitioning 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 new Mahle Original piston ring line, currently sold in North America as Perfect Circle piston rings. The company says 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. Gaskets will continue to be sold under the Victor Reinz brand.

“We are eager to begin positioning engine parts sold through Mahle Clevite in North America to the Mahle Original brand,” says Ted Hughes, team leader of program development for Ann Arbor, Mich.-based 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 also will take on a new appearance, moving from a red rectangular logo to a blue Mahle Original logo designed to reinforce 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 rebranding strategy, we understand the needs of our distributors and will work with them to achieve an effective, seamless transition for these product lines,” says Jesse Jones, marketing manager for Mahle Clevite Inc. “We will review products one by one and evaluate needs and challenges for each before proceeding with the rebranding process.”