MAHLE Clevite today announced a new brand strategy for its aftermarket products in North America.

To present a more consistent branding strategy worldwide, MAHLE Clevite will immediately transition 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 brand new MAHLE Original® piston ring line, currently sold in North America as Perfect Circle® piston rings. 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.

"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 – Program Development for 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 will also take on a new appearance, moving from a red rectangular logo, to a blue MAHLE Original logo that reinforces 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 re-branding 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, Manager – Marketing for MAHLE Clevite Inc. “We will review products one by one and evaluate needs and challenges for each before proceeding with the re-branding process.”

As an exception to this branding strategy, as mentioned previously, engine bearings will remain under the Clevite brand, and gaskets will continue to be sold under the Victor Reinz brand.

In addition, Clevite expands the global presence as it remains the primary brand of the MAHLE heavy duty product line worldwide for American applications. Clevite® heavy duty piston rings will also replace the Perfect Circle brand.

MAHLE has a local presence in all important world markets. The Group has more than 40,000 dedicated employees in 110 production plants and seven research and development centers. Worldwide, nearly 2,300 development engineers and technicians work as partners for our customers on forward-thinking concepts, products and systems focused on the continuous development of the combustion engine. In 2007, the MAHLE Group expects sales of approximately EUR 5 billion (USD 7.5 billion), positioning the company among the top 30 automotive suppliers globally.