Auto Service World
News   October 9, 2012   by CARS Magazine

Hella says it has Technology with Vision

New slogan announces brand message, replaces Ideas Today for the Cars of Tomorrow.

The new brand message of the automotive parts supplier Hella is: "Technology with Vision."

The new slogan replaces one that has been in use for over 20 years: "Ideas today for the cars of tomorrow."

The new slogan, "Technology with Vision," will be gradually introduced worldwide. There will be corresponding variations in English and Chinese in addition to the German phrase. The goal of the reorientation is to more strongly emphasize the company’s core as well as its range of expertise.

"The new slogan expresses convincingly and precisely what Hella has stood for for more than 100 years – namely technological expertise, strong innovation, sustainability, and orientation towards the future," says Dr. Jürgen Behrend, chairman and president of the company. "This outwardly visible performance promise reflects above all the employees’ own self-image. In addition, the double meaning of the word "vision" illustrates very nicely the roots of the company in the areas of ‘light and vision’ on the one hand. On the other, the slogan emphasizes the meaning of a forward-looking, responsible corporate strategy for our enterprise."

In the future the slogan will be combined with the Hella logo. A new image film anticipates the introduction of the new message, "Technology with Vision," which has now been launched on the company’s homepage ( This four-minute long video shows the company’s various areas of expertise, from lighting technology to vehicle electronics and aftermarket activities to the budding Industries business area. With the introduction of the new slogan and the image film, the company is continuing the gradual revision of its corporate design begun at the end of 2010. Since then, the Hella logo, the color scheme, the iconography, and the company’s internet presence have been revised.


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