MAHLE Aftermarket goes Hollywood

• “MAHLE Workshop Heroes” campaign pays homage to auto shop mechanics
• In blockbuster movie-style, service members play the main role – with MAHLE Aftermarket products and services rounding out the supporting cast
• Among the campaign’s first “movie posters” are titles like “The Thermonator,” “The Filter and the Furious,” and “Diagnostix Reloaded”
• The global campaign is set to premiere at the upcoming Automechanika trade show in Frankfurt am Main

There’s no such thing as real heroes? MAHLE Aftermarket begs to differ! “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, Member of the MAHLE Management Committee and 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 September 10th at the Automechanika 2024 in Frankfurt am Main. With action-packed references to the titles of international blockbusters, MAHLE Aftermarket is using Hollywood glitz and glamour to place mechanics – as well as MAHLE products and services – squarely in the spotlight. The first motifs include “The Thermonator,” “The Filter and the Furious,” and “Diagnostix Reloaded.” The campaign, developed in collaboration with the Hamburg-based agency weigertpirouzwolf, will roll out internationally in September via online social media channels, print ads, and in the workshops themselves (Point of Sales, POS). Further posters as well as additional digital and analog material will follow. Automechanika is set to take place from September 10–14, 2024, in Frankfurt am Main.

“A workshop is only as good as the people in it. The people who do everything to keep their customers on the move,” said Philipp Grosse Kleimann. “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.” This is important because, in the near future, a mixture of battery-electric, hybrid, combustion, and hydrogen drives will shape both mobility and the way workshops do business.

This technological diversity is reflected in the imagery of the MAHLE Aftermarket campaign “MAHLE Workshop Heroes,” in which “movie” titles and motifs – as well as MAHLE products developed for both combustion and electric vehicles – are shown. Playing a supporting role in the campaign is the broad variety of training and educational opportunities on offer, as well as the MAHLE Technical Messenger Service. Getting top billing, however, are the mechanics and workshop heroes themselves. At the MAHLE Automechanika booth in Frankfurt, visitors can experience the first set of “movie posters” and their related products up close and personal.

Over a total area of almost 450 m², MAHLE Aftermarket is presenting – in addition to its broad portfolio of filters, engine, and thermal management parts – its new BatteryPRO product line, a new CO₂ A/C service unit featuring climate-neutral refrigerant, and the new TechPRO® 2 diagnostic tool. The company is also showcasing highlights from the MAHLE original equipment business, to demonstrate the Group’s diverse technological expertise. At the Frankfurt exhibition grounds, MAHLE is represented at three locations: twice in Hall 9, both in its large Group booth and as a co-exhibitor at the Zukunftswerkstatt (Future Mobility Workshop), as well as at the Agora outdoor area.