ZF Aftermarket has launched a new unified brand packaging design for its global business, alongside an expanded portfolio of solutions for independent workshops.
First presented at Automechanika Frankfurt 2026 and showcased in North America at AAPEX, ZF Aftermarket’s unified global brand and packaging approach makes it easier for workshops, distributors and fleets to recognize products, navigate the portfolio and access the right support. Rolling out in phases, the company says the new approach strengthens the visible connection between ZF and the established Lemförder, Sachs, WABCO and TRW brands while preserving the expertise and trust each has built with customers.
This future-forward strategy brings parts, diagnostics, training and digital solutions together behind one clear objective: Maximizing Uptime.
As part of ZF Group, ZF Aftermarket states it builds on the technology company’s original equipment expertise to serve the evolving needs of the aftermarket. By combining this expertise with a clearer, more consistent ZF brand identity across its portfolio, ZF Aftermarket states it now gives customers easier access to the products, services and solutions they need to Maximize Uptime, while product quality, availability and established brand expertise remain unchanged.
“Our ZF brands stand for the technical expertise, performance quality and OE heritage we are proud to bring to the aftermarket. By creating a more consistent ZF brand identity across our brand portfolio, we are helping our customers make choices they can rely on and that optimize the value workshops, distributors and fleets require. It is another step in delivering holistic solutions that Maximize Uptime,” says Chris Battershell, head of ZF Aftermarket, North America.
ZF says consistent, unified packaging will be the most visible expression of the new approach. Introduced gradually across the portfolio, it will create a more cohesive appearance across product categories and show more clearly how ZF, Lemförder, Sachs, WABCO and TRW come together as one aftermarket offering. In Mexico, Boge remains an important, well-established brand whose strong market presence and customer recognition will continue to play a key role in ZF Aftermarket’s regional portfolio. The company says customers will retain the product brands they know, now with a stronger visual connection to ZF’s technology, systems knowledge and global support.
“This evolution builds on the strength and legacy of our established brands while creating a clearer, more consistent connection to ZF. The unified design will help customers recognize our portfolio more easily and understand the full breadth of expertise, services and solutions available to support their business,” says Camilla Davison, global head of Marketing and Communications, ZF Aftermarket.
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The company says its phased rollout supports ZF Aftermarket’s evolution from a parts supplier to an end-to-end solutions partner. A clearer brand architecture will make the portfolio easier to understand, ZF says, without asking customers to give up the brands they trust. By connecting those brands more directly with ZF’s OE expertise and service ecosystem, ZF Aftermarket is turning Maximizing Uptime from a promise into a more consistent customer experience, the company adds.
“ZF Aftermarket is well positioned for sustained growth in North America. As we expand product coverage across key categories, we are taking a customer-centric approach that extends well beyond parts — connecting OE expertise, trusted brands, advanced services and digital capabilities through an end-to-end solutions ecosystem. The rollout of our unified brand packaging design concept, beginning in 2027, will make that broader value more visible and accessible to workshops, distributors and fleets across the region,” says Battershell.
