The new brand strategy in the MAHLE Aftermarket

This is how the brands of the MAHLE Aftermarket will be positioned and available at Asia/Pacific 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
		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