Martin Conrad, Chief Executive Officer at Emotive, said: “By establishing Emotive, we are uniting the strength of all our renowned brands on one powerful platform. This unification enhances innovation through collaboration and makes our entire portfolio more visible, accessible and connected.

“Workshops that already know and trust one or more of our brands can now easily tap into the full spectrum of our offering, confident in our unwavering dedication to quality, value and service, and our market-leading commitment to sustainability.

“From innovative packaging solutions to our extensive range of remanufactured products – under our MRT and VEGE brands we are Europe’s largest remanufacturer of engines – we are not just keeping pace with change; we are shaping a more sustainable future for the aftermarket and leaving the world a better place than we found it.”

Zug, Switzerland. A number of the automotive aftermarket’s most respected brands have united under the new Emotive brand, to deliver a one-stop-shop for independent workshops across Europe and beyond, under the strapline ‘magic drives’.

Launching at Automechanika Frankfurt, the dynamic new Emotive brand is home to industry icons and rising stars such as OPTIMAL, ERA, MPM Oil, Platinum Plus, VEGE, MRT, Starline and Triple QX. 

As we embark on this new journey, it is important for us to highlight what matters most to us. Our new approach is guided by four core principles that reflect our commitment to responsible business practices:

1. Protecting the Environment: We are committed to sustainable practices that reduce our environmental impact and contribute to a healthier planet. 

2. Protecting our People: The safety and well-being of our colleagues, customers, and communities are essential in everything we do. 

3. Protecting the Product: Our packaging ensures the quality, integrity, and safety of our products from production to delivery. 

4. Protecting the Brand: We use packaging to reinforce our brand identity and communicate our commitment to quality and innovation. 

The business landscape changes rapidly, challenges and opportunities come along with the changes in consumers behavior, regulatory requirements and technical advancements. The industry faces high demand in adapting quickly and efficiently, and packaging plays a vital role in this process.

A modern packaging strategy goes beyond materials and design, it encompasses the entire customer journey, from procurement to logistics to customer satisfaction and sustainability. By rethinking our approach to packaging, we can help our partners optimize their supply chains, reduce costs, and enhance their competitive advantage.

The new Emotive packaging strategy reflects our commitment to innovation and excellence. We have taken a holistic approach, considering every aspect of our packaging operations to ensure that we are not only meeting the current demands of the market, but also preparing for future trends and challenges. This strategy is about more than just keeping up with change, it is about leading it.

As we implement our new packaging strategy, we are excited to share the specific initiatives and improvements we are making to support our business growth. Over the coming months, we will be introducing three key pillars of our strategy, each designed to address a critical aspect of our operations and help us to achieve our long-term objectives.

This is more than just a change in how we pack our products, it is a reflection of our commitment to driving positive changes in our industry and beyond. It is not only about meeting today’s needs, but also about contributing to a better and more sustainable future.