The new brand strategy in the MAHLE Aftermarket

This is how the brands of the MAHLE Aftermarket will be positioned and available in future:
Old	New	Positioning	Sales area
		MAHLE ORIGINAL – THE “GLOBAL STAR” IN THE MAHLE AFTERMARKET BRAND PORTFOLIO The brand MAHLE stands for engine components and filters of uncompromising quality – in original equipment and in the aftermarket. This brand power is backed-up by a group with worldwide activities, highly innovative R&D facilities and an efficient network of international production sites and that supplies the automotive equipment market with high-quality products: MAHLE. Therefore, it stands to reason that this brand should also become the main brand in the international aftermarket – and this under the well-known name MAHLE Original. Up to now, the engine components of MAHLE have been available under the brand MAHLE Original … and the filters under the brand MAHLE Filter. But strictly speaking it could be said that all MAHLE products are “original MAHLE”. Therefore, we have now abolished the distinction between engine components and filters – and all MAHLE products are now called MAHLE Original.	Worldwide
		KNECHT – TODAY AND IN FUTURE THE STRONG EUROPE-WIDE FILTER BRAND The brand Knecht has been part of the MAHLE brand family for decades. The filter specialist stands Europe-wide for strong brand values and strong customer relationships. Knecht is therefore of great importance to us. For the next month and years, we have therefore planned a range of activities to strengthen the brand Knecht even further – throughout all trade levels up to the consumer.	Europe/Africa/ Middle East
		Metal Leve – the South American hero for engine parts and filters. The traditional brand Metal Leve has been part of the MAHLE brand family for decades. It became a synonym for engine components. Some years ago, filters were also added to the Metal Leve product range and it now stands for strong brand values and high customer loyalty for both product groups. The brand is so important for us that we have further enlarged the product program in its width: Therefore, the complete MAHLE product range will be available under Metal Leve – also piston rings, as well.	South America
		PERFECT CIRCLE – THE ENGINE COMPONENTS BRAND WITH TRADITION Perfect Circle is the well-established brand for piston rings with a range that has been extended over the years by engine components such as pistons and cylinder liners and is now being expanded into bearings and valves. In future, exactly the same range will be available under Perfect Circle as under MAHLE Original. Our customers in the Maghreb countries and many other African countries in particular, know and value Perfect Circle as a high-quality engine component brand, which we will consistently maintain and in which we shall continue to invest.	Europe/Africa/ Middle East
		CLEVITE – THE INTERNATIONAL SPECIALISED BRAND FOR AMERICAN COMMERCIAL VEHICLE APPLICATIONS Clevite is an American brand with one of the oldest pedigrees and supplies pistons, assemblies, cylinder liners, bearings and valves for American commercial vehicles as well as construction and agricultural equipment applications. In addition, it offers a comprehensive program of products for the repair of engines of the brands Caterpillar, Cummins, Detroit Diesel, Massey-Fergusson, John Deere, Allis-Chalmers, International and White Farm. Engine components from Clevite are available worldwide – through the relevant local MAHLE sales organizations. Also piston rings will shortly be available under Clevite for the spare part requirements of US American commercial vehicles.	Worldwide