ZF Aftermarket Unveils Unified Global Brand Packaging and Expanded Solutions Portfolio at AAPEX 2026
ZF Aftermarket is preparing to strengthen its presence in the North American automotive aftermarket with the introduction of its new unified global brand packaging design and an expanded range of solutions for independent repair workshops. The company will present the updated branding approach at AAPEX 2026, marking its North American debut and highlighting ZF’s strategy to create a more connected and recognizable aftermarket portfolio.
The new packaging design represents an important step in ZF Aftermarket‘s efforts to simplify product identification, improve customer experience and strengthen the relationship between its global aftermarket brands. First introduced at Automechanika Frankfurt 2026, the unified branding concept brings the company’s established product brands under a more consistent visual identity while preserving their individual market recognition, technical expertise and long-standing customer relationships.
The initiative covers the connection between ZF and several well-established aftermarket brands, including LEMFÖRDER, SACHS, WABCO and TRW. Through this approach, ZF aims to make its extensive product portfolio easier to recognize for workshops, distributors and fleet operators across international markets.
The company plans to introduce the new packaging gradually, allowing customers to become familiar with the updated design while continuing to benefit from the products and services they already trust. Importantly, the branding transition does not change the established product quality, availability or technical expertise associated with these brands.
ZF Aftermarket’s broader objective is to connect parts, diagnostics, technical training and digital services within one comprehensive solutions ecosystem built around its central commitment: Maximizing Uptime.
Strengthening ZF’s Global Aftermarket Identity
As part of ZF Group, ZF Aftermarket benefits from the company’s extensive original equipment (OE) engineering capabilities and experience in developing advanced automotive technologies. These capabilities provide a strong foundation for delivering aftermarket products and services that address the changing requirements of modern vehicles.
The automotive aftermarket is experiencing significant transformation as vehicles incorporate increasingly sophisticated electronic systems, advanced driver assistance technologies, electrified powertrains and connected vehicle functions. These developments are creating new requirements for repair workshops, distributors and fleet operators.
In this environment, customers need more than replacement components. They require reliable parts, technical information, diagnostic capabilities, professional training and efficient repair support.
ZF Aftermarket is addressing these requirements by bringing its different product brands and service capabilities together through a more recognizable global identity. The unified packaging design is intended to help customers understand the relationship between the company’s brands and identify the solutions available across different product categories.
According to Chris Battershell, Head of ZF Aftermarket, North America, the initiative reinforces the technical expertise, performance quality and original equipment heritage associated with ZF’s aftermarket brands.
He explained that establishing a consistent ZF brand identity across the portfolio will help customers make more confident purchasing decisions while improving the value delivered to workshops, distributors and fleet businesses.
The approach also supports ZF Aftermarket’s ambition to move beyond traditional parts supply and establish itself as a comprehensive solutions partner for the automotive service industry.
Unified Packaging Makes Product Identification Easier
One of the most visible elements of ZF Aftermarket’s global branding strategy will be its updated product packaging.
The new packaging design will gradually appear across the company’s aftermarket portfolio, creating a more consistent appearance across different product categories and markets. It will also establish a clearer visual relationship between ZF and its established aftermarket brands.
For independent workshops and distributors, product identification plays an important role in daily operations. Businesses regularly manage large inventories containing components from multiple manufacturers and product categories. Clear packaging and recognizable brand identities can help employees identify products, organize inventory and select appropriate replacement components more efficiently.
By introducing a unified visual approach, ZF Aftermarket intends to simplify this process while making its broader portfolio easier to navigate.
The updated design will connect the expertise of ZF with the established identities of LEMFÖRDER, SACHS, WABCO and TRW. Each brand will continue to retain its individual reputation and customer recognition while benefiting from a stronger connection to ZF’s global technology capabilities.
Camilla Davison, Global Head of Marketing and Communications at ZF Aftermarket, highlighted that the initiative builds on the history and strengths of the company’s existing brands.
She noted that the updated design will help customers recognize the portfolio more easily and understand the wider range of technical expertise, services and solutions available through ZF Aftermarket.
In Mexico, BOGE will continue to play an important role in the regional portfolio. The company recognizes the established market presence and customer recognition of the brand and intends to preserve its position in the market.
This regional consideration demonstrates that ZF’s global branding strategy is designed to create consistency without overlooking established customer relationships and local market requirements.
Connecting Original Equipment Expertise with Aftermarket Requirements
ZF is widely involved in developing advanced mobility technologies and dynamic systems for passenger cars, commercial vehicles and industrial applications. Its engineering capabilities cover several important areas of vehicle technology, providing valuable expertise that can also support aftermarket customers.
ZF Aftermarket translates this original equipment knowledge into products and services designed for everyday repair and maintenance operations.
Its portfolio extends beyond replacement parts to include advanced repair solutions, diagnostic equipment, professional training, technical assistance and digital services.
This integrated approach is becoming increasingly important as vehicle architectures become more complex. Modern vehicles depend on interconnected electronic systems, sensors, software and advanced mechanical components. Repairing these vehicles requires technicians to understand how individual components interact within the wider vehicle system.
Independent workshops must therefore continuously develop their technical capabilities to remain competitive and service newer vehicle models effectively.
ZF Aftermarket aims to support this transition by providing workshops with access to the products, knowledge and equipment required to perform repairs efficiently.
Its diagnostic solutions help technicians identify vehicle faults, while training programs provide the technical knowledge needed to work with modern automotive systems. Technical assistance and digital tools further support repair processes and help workshops improve operational efficiency.
For distributors, the connected portfolio creates opportunities to serve customers with a broader range of products and services. Fleet operators can also benefit from solutions designed to improve vehicle availability, reduce unnecessary downtime and support maintenance operations.
Maximizing Uptime Remains the Central Objective
The concept of Maximizing Uptime is central to ZF Aftermarket’s global strategy.
For commercial vehicle operators and fleet businesses, vehicle availability directly influences productivity, operating costs and customer service. Unplanned maintenance and extended repair times can disrupt transportation schedules and increase operating expenses.
Passenger vehicle repair businesses also face pressure to complete maintenance work efficiently while maintaining high service quality.
ZF Aftermarket’s integrated portfolio is intended to address these operational challenges by connecting replacement parts, diagnostics, technical training and digital capabilities.
The unified branding strategy will make this broader offering more visible to customers. Rather than viewing individual product brands as separate businesses, customers will be able to identify their connection to ZF’s wider aftermarket ecosystem.
The initiative also reflects the company’s evolution from a traditional component supplier into an end-to-end solutions provider.
Through this approach, ZF intends to strengthen customer relationships and provide more consistent support across different vehicle categories and aftermarket applications.
Expanding the North American Aftermarket Business
North America represents an important market for ZF Aftermarket, particularly as repair workshops, distributors and fleet operators respond to changing vehicle technologies and increasing service requirements.
The company plans to continue expanding product coverage across key aftermarket categories while strengthening its customer-focused approach.
Chris Battershell stated that ZF Aftermarket is positioned for sustained growth in North America. He emphasized the importance of combining original equipment expertise, established product brands, advanced services and digital capabilities within one connected solutions ecosystem.
The unified packaging design rollout is expected to begin in 2027, making the company’s broader aftermarket offering more visible and accessible to workshops, distributors and fleet businesses throughout the region.
The phased introduction will allow ZF to transition its packaging across different product categories while maintaining continuity for customers and distribution partners.
For the aftermarket industry, the initiative highlights the growing importance of brand consistency, technical support and integrated service offerings. As vehicle technologies continue to evolve, suppliers are increasingly expected to provide comprehensive support rather than focusing exclusively on component sales.
ZF’s strategy reflects this changing market environment by combining its engineering heritage with a more accessible aftermarket brand structure.
AAPEX 2026 to Showcase ZF’s Aftermarket Solutions
ZF Aftermarket will use AAPEX 2026 as an important platform to introduce its unified branding approach to North American customers and demonstrate the wider capabilities of its aftermarket business.
The company will welcome visitors to its new exhibition space in The Forum, where attendees can explore products and technologies designed for passenger cars and commercial vehicles.
The exhibition will highlight several important areas of ZF’s aftermarket portfolio, including replacement components, diagnostic technologies, technical training, remanufacturing solutions and advanced chassis technologies.
Among the featured offerings will be ZF [pro]Diagnostics, the company’s diagnostic solutions for automotive service professionals, and ZF [pro]Tech, its award-winning technical training program.
These solutions demonstrate the company’s focus on helping independent workshops improve their technical knowledge and repair capabilities.
ZF will also present its remanufacturing activities, which support the continued use of automotive components through specialized refurbishment processes. Remanufacturing can contribute to resource efficiency by extending component life and reducing the need for entirely new replacement parts.
Another major exhibition focus will be Chassis 2.0 technologies, highlighting ZF’s developments in advanced chassis systems and their relevance to the changing requirements of modern vehicles.
Visitors will have opportunities to meet ZF leaders and technical specialists, learn about the company’s latest aftermarket developments and explore its solutions for different vehicle applications.
Attendees can visit ZF Aftermarket at Booth #F13011 during AAPEX 2026.
Building a More Connected Aftermarket Future
ZF Aftermarket’s unified global branding initiative represents more than a packaging update. It is part of a broader effort to simplify the customer experience, strengthen brand recognition and connect the company’s extensive technical capabilities under a consistent identity.
By bringing ZF, LEMFÖRDER, SACHS, WABCO and TRW closer together visually, the company aims to make its portfolio easier to understand while protecting the established reputations of its individual brands. BOGE will also retain its important regional position in Mexico.
The strategy reflects the increasing demands placed on aftermarket suppliers as vehicles become more technologically advanced and repair requirements continue to change.
Workshops need dependable components, modern diagnostic equipment and continuous technical education. Distributors require recognizable products and comprehensive portfolio support, while fleet operators seek solutions that improve vehicle reliability and reduce operational interruptions.
ZF Aftermarket intends to address these needs through an integrated combination of products, services, training and digital technologies.
With the North American debut at AAPEX 2026 and the planned phased packaging rollout beginning in 2027, ZF is taking another step toward strengthening its global aftermarket presence.
Ultimately, the company’s strategy is focused on delivering a more consistent customer experience and supporting the entire aftermarket value chain through one connected portfolio built around Maximizing Uptime.
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