Mahle Clevite has implemented a new brand strategy for its North American aftermarket products, including transitioning some of its product lines to the Mahle Original brand and making changes to the Original logo and packaging
. The move is an effort to improve awareness and consistency among its North American brands.

The company will be transitioning all light vehicle engine parts categories, except engine bearings, to the Mahle Original brand, while engine bearings and heavy-duty products for American applications will keep the Clevite brand.

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 company hopes to phase out of the Perfect Circle brand from the North American aftermarket by the end of 2010. Clevite engine bearings and Victor Reinz gaskets will also keep the Clevite name.

"Re-branding our product lines with the Mahle Original brand helps to create a new identity that combines the benefits of quality brands like Perfect Circle with the international brand awareness of Mahle," said Ted Hughes, team leader of program development.

"While our re-branding strategy was intended to begin earlier in 2009, we have taken the time to review and evaluate each product line before proceeding with the re-branding process," said Jesse Jones, manager of marketing. "We are pleased with where we stand in the process and are eager to see the bulk of the branding strategy roll out on the shelves in the months ahead."

More info: More info: www.mahleclevite.com