A Unified Face for a More Complex Repair Market
A Unified Face for a More Complex Repair Market
Schaeffler is reorganising its aftermarket brand architecture by placing the Schaeffler corporate brand more prominently across its Vehicle Lifetime Solutions division. The established product brands FAG, INA and LuK will remain, but they will be more closely integrated under the Schaeffler umbrella.
The new identity was previewed at Automechanika Frankfurt, with the global rollout scheduled to begin in the second quarter of 2027. FAG’s aftermarket portfolio will be the first to move to the new packaging design, which will display the Schaeffler name more prominently.
Product Brands Remain on the Components
For retailers and workshops, the change will initially be visual rather than technical. Product quality, specifications, part numbers, agreements, business processes and online catalogues will remain unchanged. The FAG, INA and LuK names will also continue to appear directly on the metal components.
This is important because all three brands have strong recognition in the independent aftermarket. Maintaining the product names while strengthening the corporate identity allows Schaeffler to preserve trust while simplifying its overall market presentation.
More Than a Packaging Change
The reorganisation is also linked to the increasing complexity of the repair market. Workshops and retail partners are looking less for isolated components and more for integrated repair solutions supported by services, digital tools and clear product systems.
Schaeffler plans to support the transition with training, sales materials, brochures, digital content and point-of-sale materials. It also intends to introduce a more standardised global product naming convention. The full transition will take place over several years, with INA and LuK packaging remaining unchanged until at least 2027.
