Issue: Aug 2010


New products launch and impacting new brand program introduction, Federal-Mogul at Automechanika



by James Hilton

An “exciting program” is in store for visitors to the stand of the US$5.5-billion Federal-Mogul Corporation during Automechanika in Frankfurt Germany. 

“Automechanika is for Federal-Mogul a major event where we will show to our customers the strategic evolution for our brands and products programs, and where they will get confirmation that we are equally and strongly supporting all products and brands we are offering to them”, says Olivier Legrand Marketing Director Europe, Middle-East & Africa Global Aftermarket. 

Automechanika will see the unveiling of Payen as the fifth “Expert Brand”. Payen will be the sole supplier of gaskets, gasket sets, oil seals and head bolts for all European and Asian makes and models, including light vehicle, light commercial vehicle and commercial vehicle applications. The Goetze brand will provide gaskets and gasket sets only for 10 German vehicle and engine manufacturers. 

“This programme will provide our customers with a significantly broader and deeper sealing product range while eliminating unnecessary brand overlap,” says Mark Whitehead, marketing director, engine and sealing products Global Aftermarket (EMEA). Federal-Mogul will accelerate new product introductions for late-model applications, enhance fill rates, improve and simplify its cataloguing, and eliminate duplicate parts. 

In 2009, the company repositioned its engine ranges as AE, Glyco, Goetze and Nüral. “The integration of Goetze technology into the Payen range – a process that began in 1993 – has resulted in a truly world-class, OE-influenced sealing portfolio comprising the best technologies for each application. Payen and Goetze engineers have worked closely with OEMs to identify and develop a range of sealing solutions for the world’s most demanding and best performing engines,” says Paul Saunders, director, Aftermarket Engineering Federal-Mogul Global Aftermarket EMEA. 

One of the technologies on show at Automechanika will be liquid elastomer moulding (LEM). “LEM gaskets provide significantly more design flexibility, as well as the ability to precisely position topographic sealing beads to address potential leak paths. This technology was immediately embraced by OEMs, and Federal-Mogul has manufactured more than 40 million LEM gaskets for leading vehicle manufacturers. LEM technology gaskets are exceptionally easy to fit and service,” says Saunders. 

Also on show will be the expanded MOOG range of steering and suspension products, with wheel bearings and hub assemblies for light vehicles. The bearings are supplied complete with all required hardware and grease. “Our slogan, ‘Make it Easy – Make it MOOG,’ captures the essence of the precision engineered solutions now available to help professionals save time and effort,” says Wim Vercauteren, Federal-Mogul marketing director, steering and service products. 

Visitors will also be able to find out more about Federal-Mogul’s recently introduced the New Champion Easyvision range of flat wiper blades for both OEM and aftermarket use. They are designed for the fastest growing demand for economic replacement blades for vehicles originally equipped with flat blade technology, as well as customers upgrading from conventional, bridge-type wipers. 

“Federal-Mogul has become the leading innovator in several areas of wiper design. As one example, the Federal-Mogul Bayonet connection system for flat blade wipers was so successful that other wiper manufacturers were requested by the OEMs to adopt our system. The enormous success of this design has resulted in a zero share of the connection category six years ago to 44% this year. We recently received the globally respected 2010 Automotive News PACE Award for product innovation,” says Rene Masson, director global engineering and R&D, wipers at Federal Mogul. 

Federal-Mogul will also be showcasing its recently introduced professional service and support program under its Ferodo brakes umbrella. The program is designed to help put installers in control of every brake repair opportunity. “Brake repair is becoming highly specialised as the operating requirements of each new generation of vehicles become more complex. It is our goal not only to be the installer’s source of innovative, OE-quality brake products, but also the partner they need to take control of every brake service opportunity. Workshops are looking for a technology leader who can help them identify and correct difficult brake fitment and performance issues,” says Silvano Veglia, Federal-Mogul braking products director, Europe, Middle East and Africa.
 
Among the new services and materials available through the Ferodo brand are detailed trouble-tracer charts identifying a broad range of brake pad and disc issues, along with associated solutions; a continuing series of technical tips covering known brake service problems on specific applications; and comprehensive, illustrated brake installation guides developed for each of several popular vehicle models.


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