Schaeffler launches major aftermarket brand transformation
Schaeffler is bringing its leading aftermarket brands together under one strong brand identity. Starting in Q2 2027, the product brands LuK, INA and FAG will gradually transition to a unified Schaeffler brand presence, giving customers worldwide easier access to the complete portfolio of products, services and digital solutions offered by Schaeffler Vehicle Lifetime Solutions.
The rollout of a new packaging design will be the first visible change, beginning with the FAG aftermarket portfolio. Starting in Q2 2027, FAG products worldwide will be in new packaging that features the Schaeffler brand more prominently and introduces a more unified visual identity. At the same time, the well-established FAG brand will remain visible in a supporting role, ensuring orientation, continuity and recognition for customers.
Schaeffler Vehicle Lifetime Solutions will offer an initial preview of this future brand experience at Automechanika Frankfurt.
“By retaining the established LuK, INA and FAG names and logos, we will ensure a smooth transition, while preserving the trust and recognition these brands have built over the years. Our distribution partners will also benefit from a single brand structure and reduced communication complexity,” said Maik Losleben, head of repair and maintenance solutions at Schaeffler Vehicle Lifetime Solutions.
The transition will be introduced gradually, starting with the FAG brand in Q2 2027. Product quality, specifications, part numbers, agreements, day-to-day business processes and online catalogues will remain unchanged.
Product labelling will also remain unchanged: The LuK, INA and FAG brand names will continue to be visible on the components themselves, with sales tools, training and clear customer communication provided before each rollout step.
Advertising, brochures, digital assets and point of sale materials will adopt a clear and consistent Schaeffler focus, with the brand names used as supporting elements.
The company is also introducing clear, consistent and meaningful global product naming standards under the Schaeffler brand. This phased approach ensures continuity for distributors and workshops in their daily business, while making the broader Schaeffler portfolio easier to recognise, navigate and access.
Schaeffler will be exhibiting at the 2026 Auto Trade EXPO, which takes place alongside the CV Workshop EXPO from 10th -11th October at the RDS Simmonscourt in Dublin.