STUTTGART, Germany — Mahle Aftermarket plans to launch a global ad campaign with a Hollywood movie theme honoring auto shop technicians using the company's products and services.
Among the campaign's first "movie posters" are titles like "The Thermonator," "The Filter and the Furious" and "Diagnostix Reloaded."
"It's time that we honor the mechanics and workshop teams who go the extra mile for their customers each and every day. They are our heroes," said Philipp Grosse Kleimann, head of the aftermarket business unit.
"Mahle Workshop Heroes," the latest international campaign from the spare parts and services division of the Mahle Group, is set to debut on Sept. 10 at Automechanika 2024 in Frankfurt, Germany.
The campaign will roll out internationally in September via online social media channels, print ads and point-of-sale materials.
Additional posters and digital and analog material will follow.
"A workshop is only as good as the people in it. The people who do everything to keep their customers on the move," Kleimann said.
"As a full-service provider, we do our part by supplying the workshop teams with state-of-the-art equipment for repairs and diagnostics — and by delivering spare parts of the highest quality for all drive types."
The campaign, which features products for both combustion and electric vehicles, as well as training and educational opportunities, includes:
- "The Thermonator" which highlights Mahle thermal management products and services;
- "The Filter and the Furious" features Mahle filters;
- "Diagnostix Reloaded" spotlights Mahle Aftermarket diagnostic tools;
- "X-pertise Men" refers to the Mahle Aftermarket technical hotline help with all questions on vehicle spare parts and workshop equipment; and
- "Pirates of the Calibration" highlights TechPRO Digital ADAS 2.0 from MAHLE Aftermarket that uses artificial intelligence for vehicular calibration.
