New international campaign shines the spotlight on mechanics as well as MAHLE products and services

Some say there’s no such thing as real heroes, but MAHLE Aftermarket begs to differ.
“It is time that we honour the mechanics and workshop teams who go the extra mile for their customers each and every day. They are our heroes,” MAHLE Management Committee Member and Head of the Aftermarket Business Unit, Philipp Grosse Kleimann, said.
‘MAHLE Workshop Heroes’ is the latest international campaign from the spare parts and services division of the MAHLE Group and debuted on September 10th at 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, has been rolling 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.
“A workshop is only as good as the people in it. The people who do everything to keep their customers on the move,” Philipp said.
“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.”
MAHLE says 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 MAHLE Workshop Heroes campaign, 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 could 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 presented – 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 also showcased highlights from the MAHLE original equipment business, to demonstrate the Group’s diverse technological expertise.

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