Driver's best friend: MEYLE revamps its brand identity

As the Frankfurt Automechanika opened its gates for the 2016 edition, a special surprise awaited the visitors at the MEYLE exhibition stand. Along with a host of new products, MEYLE introduced its revamped brand identity sending a clear message: "Driver‘s best friend". "With the brand relaunch we are sharpening our brand image", explains André Sobottka, Board member in charge of Sales, Marketing and Communications. "MEYLE products are designed to quickly become a driver's best friend: Each MEYLE part allowing a professional mechanic to perform the required repair swiftly and remedy the problem reliably is a testimony to our expertise. This is our incentive and a core value deeply ingrained in the corporate DNA: We apply the most stringent quality standards from design and production at our own facilities to logistics and customer service. This becomes manifest in the superior quality of the MEYLE parts and, in particular, in our range of technically enhanced MEYLE-HD parts designed to outshine their OE equivalent. Our new logo and claim ‘Driver's best friend’ have been designed to deliver this message to the customers." With a total of 21,000 items, of which 750 MEYLE-HD parts, the current product range offered by Hamburg-based manufacturer MEYLE caters for virtually all popular vehicle applications. The focus of the company's team of dedicated engineers is on developing intelligent products and services designed to maximise repair process efficiency. André Sobottka explains the reason behind the brand relaunch: "The hallmarks of sustainable repair services are quality, reliability and trust. As an owner-operated company we ensure this by consistently thinking and acting with the future and mind: Our parts undergo continual quality control from material selection to finished product. In devising service solutions, we always think from the ground up adopting the perspective of car drivers and workshop professionals. For both of them product reliability is a key quality feature. Experiencing the durability of MEYLE products will inspire trust and passion for the MEYLE brand, thus winning repair shops loyal customers. Manufacturing expertise, technical know-how and passion combine to make the MEYLE brand a dependable partner to count on in a highly competitive and cost-sensitive business environment."