Auto Service World
News   November 26, 2009   by Auto Service World

Mahle Clevite Inc. Implements New Brand Strategy for North American Aftermarket Products

Mahle Clevite Inc. 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. The new Mahle original identity and packaging will begin to show up in the market as part of a rolling change beginning in November.
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.
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).
For more information about Mahle Clevite and its brands, visit, or contact your local service representative.

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