Mahle Celebrates Launch of Gasket Brand
Mahle Aftermarket Inc. celebrated the launch of the Mahle Original gasket brand with an event at its booth at the Automotive Aftermarket Products Expo ( AAPEX) which included an appearance by racing legend the “Original,” Richard Petty.
The Mahle Original gasket line includes nearly 9,000 part numbers, covering 900,000 applications, with over 1,200 exclusive part numbers not available from any other aftermarket supplier.
Mahle Aftermarket announced on June 30 that the new brand name for the gasket line would be Mahle Original gaskets; these will be the same products sold in North America since well before Mahle Aftermarket acquired the engine parts division from Dana Corporation in 2007. The Mahle Original gasket line will continue to offer the best coverage in the aftermarket across domestic, Asian, European, and heavy-duty applications.
“The only thing that has changed is the outside package – our gaskets are now in a Mahle Original branded box,” says Olaf Henning, executive vice-president and general manager, Mahle Aftermarket. “What this means for the aftermarket is that the company that has been behind this gasket line is now the brand that is on them.”
Joining Henning and other Mahle executives in the Mahle booth for the announcement was racing legend, the “Original” Richard Petty. Mahle Aftermarket announced the “Drive With The Original” Promotion, with a grand prize of a custom-built, twin-turbocharged Mahle Mustang built by Petty’s Garage.
Mahle Original gaskets match OE parts in form, fit and function, ensuring that the parts are designed and constructed to the same exacting standards as the gaskets that came on the car. Mahle Original gasket sets include all the parts necessary for the technician to do the job correctly.
Mahle Aftermarket further supports sales of Mahle Original gaskets with ccomprehensive marketing support. It offers a complete range of product flyers, technical service bulletins, and print advertising. An eLearning online training module is available for technician education.