In order to strengthen the competence and appeal of the brand worldwide and position MAHLE even more clearly as a technological leader and key service provider, we have developed a new international brand presence with a new slogan and corporate design. By doing so, we have laid the foundation for successful communication in global competition.

“Driven by performance” – this slogan sends out a striking message, which can be understood throughout our various markets. “Driven by performance” makes it clear that performance is our driving force, enabling us to achieve more for our customers worldwide and offer them added value. At the same time, the word “driven” brings to mind the concepts of “driving” and “powertrain”. These are keywords for the areas in which MAHLE is a leader and can provide more performance in all aspects of the engine. The slogan therefore defines our core fields of expertise and forms the spearhead of communication that allows us to operate successfully on the market. Together with the MAHLE logotype, which has shaped the appearance of the company in almost an unchanged form since the founding of MAHLE KG in 1938, the new slogan forms a powerful, dynamic word mark. To ensure a strong, uniform appearance and a high brand recognition value for MAHLE in global communication, clear presentation rules were established in the new corporate design.

Our presence at the IAA 2005

With the new design presence, MAHLE is setting a course for market success. In 2005, product line brochures, image and specialist advertising, our website and promotion, e.g. for the IAA and the Tokyo Motor Show, all used the new design. We will actively encourage the implementation of the new corporate design within the Group and, with a high level of personal commitment – “Driven by performance” – further expand the value of the MAHLE brand.