AUMOVIO has unveiled a new image campaign for its ATE brake brand. The campaign targets aftermarket workshops, dealers, and certified mechanics. It highlights the connection between ATE’s product quality and skilled automotive craftsmanship. Frankfurt-based Tylers Agency developed the creative execution.
Highlights
- ATE aftermarket campaign centers on the theme “Masterpiece. When skill meets quality.” It features cinematic, AI-generated imagery using red brake light staging.
- AUMOVIO positions ATE around four brand pillars: quality, service, full product range, and innovation for certified professionals.
- ATE celebrates 120 years of brake expertise in 2026. The brand traces its origins to the Alfred Teves machine and valve factory, founded in 1906.
- AUMOVIO Aftermarket generated €19.6 billion in fiscal year 2024 revenue. The company employs over 86,000 people at more than 100 locations worldwide.
Campaign Targets Workshops and Dealers
The campaign places aftermarket professionals at its center. Master mechanics, workshop owners, mechatronics engineers, and specialist dealers are featured throughout.
Enno Straten, Managing Director of AUMOVIO Aftermarket, stated that ATE’s brake technologies rank among the top offerings in the market. He said the campaign demonstrates how combining quality products with expert craftsmanship delivers added safety value for drivers.
Dirk Rockendorf, Head of Marketing, noted the campaign’s visual motifs were created with AI tools. He described the cinematic red brake light as giving the campaign a distinctive, recognizable aesthetic. That visual element serves as a symbol of the braking theme throughout the materials.
Brand Strategy Builds on 120-Year Legacy
ATE is one of the oldest brands in the European automotive industry. The company began in 1906 as a commercial agency for automotive components. It grew into a major supplier and pioneer in hydraulic brake systems. Continental acquired the brand in 1998. ATE became part of AUMOVIO following the spin-off of Continental’s former Automotive division in September 2025.
The campaign does not represent a full brand overhaul. Instead, it advances ATE’s existing brand identity toward greater emotional resonance with its professional audience. The approach was informed by targeted analysis of the brand’s market position.
Four Pillars Define ATE Brand Identity
ATE’s brand messaging is organized around four core attributes:
- Quality: Technology engineered for professional-grade automotive work.
- Service: Support designed to assist certified automotive professionals.
- Full Range: Components and tools for every brake service task.
- Innovation: Technologies that enhance the capabilities of master technicians.
These pillars are communicated through high-quality visual content. The overarching message emphasizes that brake systems demand uncompromising standards.
About AUMOVIO
AUMOVIO continues the business of Continental’s former Automotive division as an independent company. Its portfolio includes sensor solutions, displays, braking and comfort systems, and software architecture platforms. The company also provides expertise in assistance systems for software-defined vehicles. AUMOVIO is headquartered in Frankfurt am Main.
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