Schaeffler launches 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.
- Established product brands to be united under the strong Schaeffler brand.
- Global phased rollout to begin in Q2 2027.
- New packaging design marks the first visible step, while maintaining the same high OE quality, performance and reliability.
In the global aftermarket, where increasing vehicle complexity is reshaping customer needs, workshops and distributors are looking for integrated solutions rather than individual components. By uniting its aftermarket portfolio under one strong brand, Schaeffler is simplifying access to a broader ecosystem of products, services and digital solutions, making it easier for customers to identify the right solutions, navigate the portfolio and benefit from the full expertise of one trusted technology partner. Vehicle Lifetime Solutions is the first Schaeffler division to bring this unified brand approach to customers worldwide.
“Our Tier 1 customers already experience Schaeffler as one technology partner. Bringing our VLS product and service portfolio together under one brand is the next logical step and reinforces our ambition to lead the future of mobility and repair,” says Jens Schueler, the Vehicle Lifetime Solutions CEO.
New packaging design
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.
This approach preserves the strong market awareness and trust these product brands have built over decades, while creating a clearer and more consistent Schaeffler presence across the aftermarket.
Schaeffler Vehicle Lifetime Solutions will offer an initial preview of this future brand experience at Automechanika Frankfurt. “Professional mechanics expect integrated repair solutions they can trust. Our ‘one brand’ approach will simplify decision making for installers, strengthen the connection with the Schaeffler corporate brand and make our communications more efficient. 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,” says Maik Losleben, Head of Repair and Maintenance Solutions at Schaeffler Vehicle Lifetime Solutions.
Phased transition
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.
