Phase II of Engine Brands Transition Set for September

This process, which aligns each of the four brands with its core product categories, will enter Phase II in September 2009, as cylinder components (pistons, rings and liners) are transitioned from the AE^® brand to the Goetze^® and Nüral^® brands, both of which are OE leaders in their respective product segments. This phase will greatly expand the Goetze and Nüral product ranges while focusing the AE brand on its own areas of expertise – top engine components, including valves and related parts, camtrain and belts.

“We have been very pleased with the progress made to date, both in the positive feedback from distributors and installers who recognise the OE pedigree of each of our Expert brands, and in the efficiency with which re-branded products are being integrated into existing inventories,” said Andrus Rikkas, Federal-Mogul brand manager, Engine & Sealing, Europe, Middle East and Africa. “When we discuss this initiative, we often use the terms ‘Expert brand’ and ‘Power brand’ interchangeably. This speaks to the ultimate benefit of this process to Federal-Mogul customers: more competitive power through industry leading coverage, quality, cataloguing, technical assistance, and marketing support.”