10/29/2026

Schaeffler to Unite Aftermarket Brand Portfolio

Source: aftermarketNews

Schaeffler is bringing its aftermarket brands together under one brand identity. Starting in the second quarter of 2027, the product brands FAG, INA and LuK 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.

Schaeffler noted that 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 brand, Schaeffler said it is simplifying access to a broader ecosystem of products, services and digital solutions.

“Customers already experience Schaeffler as one technology partner. Bringing our VLS product and service portfolio together under one brand is the logical next step and reinforces our ambition to lead the future of mobility and repair,” said Jens Schueler, CEO of Vehicle Lifetime Solutions.

New Packaging and Brand Visibility

The rollout will begin with the FAG aftermarket portfolio. Starting in Q2 2027, products worldwide will feature a new packaging design that places the Schaeffler brand more prominently and introduces a more unified visual identity.

At the same time, the brands FAG, INA and LuK will remain visible in a supporting role, ensuring orientation, continuity and recognition for customers. This approach preserves the market awareness and trust these product brands have built over decades while creating a clearer and more consistent Schaeffler presence across the aftermarket.

Preview at Automechanika Frankfurt 2026

At Automechanika Frankfurt 2026, Schaeffler Vehicle Lifetime Solutions will offer an initial preview of its future brand experience.

“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,” said Maik Losleben, head of Repair and Maintenance Solutions at Schaeffler Vehicle Lifetime Solutions. “By retaining the established FAG, INA and LuK nameplates, we ensure a smooth transition while preserving the trust and recognition these brands have built. Our distribution partners also benefit from a mono brand structure and reduced communication complexity,”

Phased Transition and Customer Continuity

The transition will be introduced gradually, starting with FAG in Q2 2027. Product quality, specifications, part numbers, agreements, day-to-day business processes and online catalogs will remain unchanged.

Product labeling will also remain unchanged: FAG, LuK and INA brand names will continue to be visible on the metal components themselves. Sales tools, training and customer communication will be provided before each rollout step. Advertising, brochures, digital assets and point-of-sale materials will adopt a Schaeffler focus, with product-brand names used as supporting elements.

Furthermore, the company is introducing a product-naming concept under the Schaeffler brand as a global standard. This phased approach aims to ensure continuity for distributors and workshops in their daily business, while making the broader Schaeffler portfolio easier to recognize, navigate and access.