Case Study: MAHLE Powertrain
Brand development delivers effective positioning in EV markets for Mahle Powertrain
Mahle Powertrain is the automotive powertrain development arm of global OE supplier, Mahle. Renowned for designing ground breaking ICE powertrains, Mahle Powertrain also leads the industry in the development of hybrid and electric powertrain systems.
The Challenge
Mahle Powertrain’s legacy of success in ICE was so great that it detracted from their electrification expertise, creating a brand perception associated mainly with ICE development. With the automotive industry moving through rapid change, the MPT brand had become outdated and largely irrelevant in an market accelerating towards the electrification of powertrains.
Our Solution
CMB repositioned the Mahle Powertrain brand to be more relevant in the fast changing auto industry. Without losing the legacy of ICE expertise, we rejuvenated brand messaging and positioning, focussing on MPT’s developments in EV technologies along side ICE.
Through a series of marketing campaigns, we deployed digital communications that connected with MAHLE’s global markets and drove a significant uplift in lead generation, positioning and awareness for EV technologies. In addition, we worked with MPT to launch their new Battery Development Centre in the UK, underlining their dedication to their work in electrification.
MAHLE Powertrain Brand Development
Brand positioning for relevance in today’s automotive industry
CMB delivered Mahle Powertrain’s brand positioning through the development of a new brand strategy, revising messaging and updating their visual identity to align with the fast evolution of the automotive industry
- Brand strategy
- Brand messaging
- Brand positioning
- Development of new dynamic visual style and identity
- Media exposure and PR
- Content development including white papers, brochures, advertising, video and social media
- Trade show, conference and event strategy, promotion and support
- Launch of Battery Development Centre + promotion to support the launch
- Lead generation campaigns
Trade Shows, Conferences & Events
Playing a key role in the Mahle marketing strategy, CMB supported multiple international events and exhibitions with stand design, pre-event promotions and event management. We worked with Mahle on a range of high-profile trade shows across Europe, the US and UK.
What they said
“We chose to work with CMB because of their knowledge and experience in the automotive industry, which we found invaluable. They helped us to clearly see where changes needed to be made in our brand strategy and they guided us through the brand evolution, positioning us to be more relevant to the industry as it quickly moves towards electrification”
John Hollingworth | Sales and Marketing Director, Mahle Powertrain
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