Swedish industrial bearings major SKF is revamping its brand identity, which it said is to help the group to further stand out in the industry, attract new customers and ultimately drive profitability.

The over a century old bearings company is amongst the top players globally when it comes to being a closed partner for industrial and mobility solutions.Rickard Gustafson, President and CEO, SKF, said, “Our brand is the accumulation of everything we do – innovations, values, people, reputation, communication and our desired future state. From a business perspective, we are building favourability among current and potential customers, employees, investors, partners, and beyond. It is a way of earning our place in the world while staying true to our values and purpose.”

The refresh brand strategy aims to reflect upon SKF’s historical, current and future strengths. The idea is to clearly communicate its impact on the world and public perception towards its innovative and sustainable solutions.

Per Nilsson, Director Communication, SKF, said, "Only a few companies in the world can reduce friction like SKF. Wherever there is rotation, we show up – from bicycles to high-speed trains, from paper mills to washing machines. A fantastic position to have, but also an inspiring story still to be told. We have been fighting friction since 1907 and today it is more relevant than ever before.”

The refreshed brand identity includes a redesigned logo, a fresher blue, a new typeface and more distinctive photography.

Going forward, the company will roll out the brand identity across its marketing communication along with working with its distribution partner.

“Through almost 120 years of innovation, we’ve developed products and solutions that reduce friction. Now we’re stepping that up. Not just reducing friction but actively fighting friction to move the world forward and telling the story about the difference we make,” concluded Gustafson.

Comments (0)

ADD COMMENT

Link Copied!

Tier 1 automotive supplier Marelli is presenting its vehicle dynamics and suspension technologies at Auto China 2026 in Beijing. The company is demonstrating how these systems influence safety, performance and user experience.

The exhibits include the Active Camber system, the Electromechanical Lifter and Hybrid Electromechanical suspensions. These systems utilise software control and electromechanical actuators to manage vehicle behaviour across driving conditions.

The Active Camber system adjusts the inward or outward tilt of wheels in real time. It uses an electronically controlled actuator with sensors to monitor the road surface. A control unit processes data every millisecond to alter wheel angles, which reduces body movement and increases grip during cornering. This mechanism also assists in maintaining tyre contact for braking and acceleration.

The Electromechanical Lifter is a device integrated into the shock absorber to adjust vehicle height. It provides automatic levelling to maintain balance. In performance cars, it lifts the chassis for ramps or speed bumps, while in SUVs, it lowers the vehicle at speed to reduce drag. The system is oil-free and designed for integration by carmakers.

Marelli is also displaying its Hybrid Electromechanical Suspension. This architecture combines actuators on the front suspension with semi-active dampers at the rear. The system integrates an Electronic Control Unit to manage damping and reactive forces to counteract roll and vibration. These electromechanical solutions are designed to recover kinetic energy, achieving up to 80 percent energy efficiency compared to passive systems. Such technologies aim to reduce motion sickness as autonomous driving functions become more common.

Piero Monchiero, Advanced Innovation VP of Marelli’s Ride Dynamics business, said, “The importance of vehicle dynamics technology spans all propulsion systems, giving automakers a decisive tool to drive vehicle distinctiveness while offering end users a wide range of personalization options. This is particularly evident in China, where customer expectations for vehicle dynamics and ride comfort continue to rise.”

Comments (0)

ADD COMMENT

Link Copied!

Automotive technology company Marelli will present a range of propulsion and thermal innovations at Auto China 2026 in Beijing, under the theme ‘Rooted in innovation, everywhere’.

The company is focusing on technologies designed to support the transition across internal combustion, hybrid and electric powertrains.

A primary exhibit will be the new e-Transmission Cooling Pump, engineered for e-axles and Dedicated Hybrid Transmissions (DHT). The modular system utilises brushless technology and integrated electronics to deliver on-demand oil cooling, reportedly achieving a 30-watt energy saving compared to industry benchmarks. The pump is available in 12-volt and 48-volt variants, offering compatibility with diverse vehicle architectures while reducing integration costs.

Marelli will also display its Flex Fuel system, which enables three-cylinder and four-cylinder engines to operate on biofuels and ethanol. The system incorporates automatic fuel detection and integrated rail heaters for cold starts. In the thermal management sector, the company is highlighting miniaturised components designed to improve energy utilisation and vehicle range. These include:

• High-Performance Chiller: A battery thermal management solution featuring an ultra-fine inner fin structure to improve heat exchange and support high charging rates.
• eAxle Oil Cooler: A compact heat exchanger with an optimised dimple structure to increase water flow speed and cooling efficiency.
• Full Aluminium Radiator: A low-temperature radiator for battery cooling in electric vehicles, constructed from mono-material aluminium to facilitate easier recycling.

The development of these technologies follows Marelli’s distributed innovation model, which pairs global coordination with local engineering and supply chains to accelerate time-to-market. The company’s solutions will be on display at the New China International Exhibition Center from 24 April to 3 May.

Comments (0)

ADD COMMENT

Link Copied!

Toyoda Gosei Co., Ltd. has introduced a newly designed automotive air conditioning register that features a nearly invisible aperture, significantly enhancing the visual appeal of vehicle cabins. This innovative component made its debut on the Toyota bZ7, which launched in China during March 2026.

As electrified and autonomous driving technologies advance, car interiors are evolving from mere transportation spaces into comfortable, lounge-like environments. This shift has increased the demand for instrument panels with sleek, uncluttered appearances. In response, Toyoda Gosei employed flow analysis simulation to develop an airflow direction control mechanism that optimises air movement. This innovation allows the vertical airflow adjustment fins, which previously created bulky openings, to be concealed entirely.

The result is a seamless instrument panel where the register integrates effortlessly without compromising air conditioning performance. Beyond improved aesthetics, the system replaces conventional manual controls with an electronic interface operated via the screen, adding a modern, sophisticated touch.

Comments (0)

ADD COMMENT

Link Copied!

Schaeffler, the motion technology company, has been awarded the German Innovation Award in the ‘Large Companies’ category for its Industrial Metaverse. This digital ecosystem integrates artificial intelligence (AI), simulation models, and software to connect physical manufacturing floors with virtual environments. The platform is designed to facilitate a transition towards autonomous production, specifically supporting the deployment of humanoid robots and automated guided vehicles (AGVs).

The Industrial Metaverse functions by combining three-dimensional digital maps of production sites with simulations of physical processes. By evaluating sensor signals through physical AI, the system identifies patterns and determines actions for autonomous resources. This allows robots to practice motion sequences and enables the optimisation of assembly processes in a virtual space before physical implementation. Currently, the technology is operational at ten Schaeffler locations, with a target to expand to 50 percent of its global plants by 2030.

The award is presented annually by WirtschaftsWoche in partnership with Accenture, the BMW Foundation, and O2 Telefónica, under the patronage of the German Federal Ministry for Economic Affairs and Energy. It recognises innovations that contribute to the competitiveness of German and European industry. Schaeffler’s application of the metaverse is intended to automate complex processes that were previously considered uneconomical.

Klaus Rosenfeld, CEO, Schaeffler, said, “We are very pleased to have received the German Innovation Award in the ‘Large Companies’ category. With the Industrial Metaverse, we are not only creating a digital twin of our plants but also a learning ecosystem in manufacturing that will help secure our long-term competitiveness. By using AI in industrial applications and deploying humanoid robots in manufacturing, we are laying the foundation for the factory of the future.”

Dr. Jochen Schroder, COO, Schaeffler, said, “For us, the Industrial Metaverse is far more than just a means to optimize processes. It is the key enabler for the scaling up of humanoid robots, as cyber-physical systems can already be trained by physical AI in the virtual space quickly and efficiently. By using the Industrial Metaverse, we are paving the way for flexible, high-level automation and greater efficiency in our worldwide volume production.”

Comments (0)

ADD COMMENT

Link Copied!