Schaeffler Launches Global Aftermarket Brand Transformation to Unite FAG, INA and LuK Under a Stronger Schaeffler Identity From 2027

Unveiled for the first time at Automechanika Frankfurt 2026: the new aftermarket packaging design for the FAG portfolio. INA and LuK products remain unchanged in 2027. Photo: Schaeffler

(IN BRIEF) Schaeffler is launching a major global aftermarket brand transformation that will gradually bring its established FAG, INA and LuK product brands under a stronger unified Schaeffler identity, beginning with the FAG portfolio in the second quarter of 2027. The first visible change will be redesigned packaging that places greater emphasis on the Schaeffler corporate brand while keeping FAG, INA and LuK as supporting names to preserve customer recognition and continuity. Schaeffler said the initiative responds to increasing complexity in the automotive aftermarket, where workshops and distributors are seeking integrated repair solutions, services and digital tools rather than isolated components. Product quality, specifications, part numbers, agreements, business processes, online catalogues and component markings will remain unchanged during the transition. The future packaging concept was unveiled at Automechanika Frankfurt 2026, while sales tools, training and customer communications will accompany each stage of the rollout. Schaeffler is also introducing a global product-naming system intended to simplify portfolio navigation and strengthen Vehicle Lifetime Solutions as a single technology partner for customers worldwide.

(PRESS RELEASE) HERZOGENAURACH, 13-Aug-2026 — /EuropaWire/ — Schaeffler has announced a major transformation of its global automotive aftermarket brand architecture, with the established FAG, INA and LuK product brands set to transition gradually toward a unified Schaeffler brand presence beginning in the second quarter of 2027.

The phased rollout will start with the FAG aftermarket portfolio, introducing a new packaging design that gives greater prominence to the Schaeffler corporate brand while retaining the established FAG, INA and LuK names in supporting roles.

The company said the move is designed to simplify access to the complete portfolio of products, services and digital solutions offered through Schaeffler Vehicle Lifetime Solutions, while preserving the recognition, trust and continuity associated with its long-standing product brands.

Schaeffler responds to growing complexity in the automotive aftermarket

Schaeffler said increasing vehicle complexity is changing the needs of workshops and distributors, with customers increasingly looking for integrated repair solutions rather than individual components.

By bringing its aftermarket portfolio under a stronger and more consistent Schaeffler identity, the company aims to make it easier for customers to identify suitable products, understand its wider offering and access services and digital solutions through a single technology partner.

Vehicle Lifetime Solutions will become the first Schaeffler division to introduce this unified brand approach globally.

The company expects the transition to strengthen the connection between its established aftermarket products and the broader Schaeffler corporate identity.

FAG portfolio to lead global rollout from second quarter of 2027

The first visible stage of the transformation will begin with FAG aftermarket products in Q2 2027.

Products will adopt a redesigned packaging format featuring the Schaeffler name more prominently and presenting customers with a more consistent visual identity across the portfolio.

The well-known FAG, INA and LuK names will continue to appear as supporting product brands, helping workshops and distributors identify familiar ranges during the transition.

Schaeffler said this structure is intended to combine the recognition developed by the individual brands over many decades with a clearer and more unified corporate presence.

Product quality and technical specifications will remain unchanged

The brand transformation will not alter the underlying products or day-to-day commercial arrangements.

Schaeffler confirmed that product quality, technical specifications, part numbers, existing agreements, business processes and online catalogues will remain unchanged as the new brand identity is introduced.

Product markings will also continue to carry the established FAG, INA and LuK names on metal components.

This approach is intended to provide continuity for distributors, workshops and other aftermarket customers while the visual identity and communications structure evolve.

New packaging unveiled at Automechanika Frankfurt 2026

Schaeffler Vehicle Lifetime Solutions presented the new aftermarket packaging design for the first time at Automechanika Frankfurt 2026.

The preview offers customers and partners an early view of the future Schaeffler aftermarket brand experience before the international rollout begins.

For 2027, the packaging transformation will initially focus on FAG, while INA and LuK products will remain unchanged during that year as the wider programme progresses in stages.

Jens Schueler says unified identity reflects Schaeffler’s role as one technology partner

Jens Schueler, CEO Vehicle Lifetime Solutions at Schaeffler, said customers already experience Schaeffler as a single technology partner across different areas of the aftermarket.

Bringing the Vehicle Lifetime Solutions product and service portfolio together under one brand is therefore a logical next step, he said, and supports Schaeffler’s ambition to play a leading role in the future of mobility and vehicle repair.

The company believes a more unified identity will make it easier to communicate the breadth of its aftermarket expertise and solutions.

One-brand approach designed to simplify decisions for professional mechanics

Maik Losleben, Head of Repair and Maintenance Solutions at Schaeffler Vehicle Lifetime Solutions, said professional mechanics increasingly expect integrated repair solutions that are straightforward to identify and can be relied upon in workshop environments.

He said the new “one brand” approach should simplify decision-making for installers, reinforce the link between products and the Schaeffler corporate brand and make communications more efficient.

Retaining the FAG, INA and LuK names during the transition will also help preserve customer familiarity and trust.

According to Losleben, distribution partners should benefit from a more streamlined mono-brand structure and reduced communications complexity.

Sales tools and training to support phased transition

Schaeffler plans to support each stage of the rollout with dedicated sales tools, training and customer communications.

Advertising materials, brochures, digital assets and point-of-sale communications will progressively shift toward a stronger Schaeffler identity, while the established product-brand names continue to be used as supporting references.

The company is also introducing a new global product-naming concept under the Schaeffler brand, designed to make the portfolio easier to understand and navigate across different markets.

The phased implementation is intended to minimize disruption to daily business for workshops and distributors while allowing the broader portfolio to become more recognisable as part of a single Schaeffler ecosystem.

Transformation aims to strengthen global aftermarket positioning

The initiative forms part of Schaeffler’s broader effort to position Vehicle Lifetime Solutions as an integrated provider of products, services and digital solutions throughout the vehicle lifecycle.

By consolidating its aftermarket identity, Schaeffler aims to reduce brand complexity while preserving the equity associated with FAG, INA and LuK.

The company expects the transformation to make its full aftermarket offering more visible to customers and support stronger recognition of Schaeffler as a single technology and repair solutions partner.

Schaeffler Group – We pioneer motion: The Schaeffler Group has been driving forward groundbreaking inventions and developments in the field of motion technology for 80 years. With innovative technologies, products, and services for electric mobility, CO₂-efficient drives, chassis solutions and renewable energies, the company is a reliable partner for making motion more efficient, intelligent, and sustainable – over the entire life cycle. Schaeffler describes its comprehensive range of products and services by means of eight product families: From bearing solutions and all types of linear guidance systems through to repair and monitoring services. Schaeffler is with around 110,000 employees and more than 250 locations in 55 countries, one of the world’s largest family-owned companies and one of Germany’s most innovative companies.

Media Contact:

Renata Costa Silva
Global Vice President Marketing & Communications
Tel: +49 69 27135 1040
E-mail: renata.costasilva@schaeffler.com

Eva Reinhardt
Head of Communications Vehicle Lifetime Solutions
Tel,: +49 69 27135-3813
E-mail: eva.reinhardt@schaeffler.com

Katja Wild
Communications Vehicle Lifetime Solutions
Tel.: +49 69 27135 3817
E-mail: katja.wild@schaeffler.com

SOURCE: Schaeffler