In an effort to present a more consistent branding strategy worldwide, MAHLE Clevite Inc. will immediately transition all of its light vehicle engine part categories - except engine bearings - to the MAHLE Original brand. All heavy-duty products will remain Clevite brand.

In addition, beginning in 2009 as part of the new brand strategy, MAHLE Clevite will introduce a brand-new MAHLE Original piston ring line, currently sold in North America as Perfect Circle piston rings. The Perfect Circle brand will be phased out gradually from the North American aftermarket.

The MAHLE Original brand will also take on a new appearance, moving from a red rectangular logo to a blue logo that reinforces the main MAHLE identity. Changes to packaging will be implemented on a gradual basis, beginning early in 2009.

"Although we are eager to move quickly with this rebranding strategy, we understand the needs of our distributors and will work with them to achieve an effective, seamless transition for these product lines," said Jesse Jones, Manager - Marketing for MAHLE Clevite. "We will review products one by one and evaluate needs and challenges for each before proceeding with the rebranding process."

Another exception to the new branding strategy, besides engine bearings remaining under the Clevite brand, is the company's gaskets, which will continue to be sold under the Victor Reinz brand.

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