TMD Friction has relaunched its aftermarket braking brand Mintex with a refreshed identity, updated product portfolio, and new brand claim aimed at strengthening the brand’s position in the standard brake friction segment. The rebrand, announced April 14, introduces the tagline “Driven by experience” and includes updated packaging, fully coated brake discs across the range, and copper- and antimony-free brake pad formulations.
Highlights
- TMD Friction repositions Mintex as a value-driven aftermarket brake brand with a modernized identity and the new claim “Driven by experience”
- The entire Mintex brake disc range is now fully coated for corrosion protection and faster assembly
- All Mintex brake pads are 100% copper- and antimony-free, ahead of tightening industry regulations
- The brake pad lineup covers 98% of the European car parc for passenger cars and light commercial vehicles
Brand Repositioning and New Identity
The relaunch centers on differentiating Mintex within a competitive standard-segment aftermarket. TMD Friction has paired the heritage of the Mintex name — the brand traces its roots to 1908 — with a streamlined visual identity and tighter portfolio focus.
“In a crowded segment, standing out is essential. That’s why we’re proud to announce the relaunch of our brand Mintex, which benefits from a new, modern brand identity supported by a century of expertise. Mintex offers the perfect mix of quality and affordability. With this relaunch, we’re giving our customers the advantages they need to succeed,” said Marco Loth, Vice President of Global Aftermarket Sales & Product Management at TMD Friction.
The tagline “Driven by experience” replaces previous brand messaging and anchors Mintex’s positioning around its long manufacturing track record in friction materials.
Product Portfolio and Technical Details
The Mintex range for passenger cars and light commercial vehicles spans brake pads, discs, drums, shoes, and kits. Accessories including wear indicators, brake fluid, greases, and brake cleaner round out the catalog.
Two technical updates stand out in this refresh:
- Copper- and antimony-free brake pads: All Mintex brake pads now meet upcoming regulatory requirements for heavy metal content in friction materials, positioning the brand ahead of anticipated industry restrictions.
- Fully coated brake discs: The entire disc range now ships with a protective coating. TMD Friction says this guards against corrosion and provides a clean surface for faster workshop installation.
All Mintex braking products exceed ECE-R90 requirements, according to the company. TMD Friction states that its internal testing standards go beyond the regulatory minimum.
Motorsport Heritage
Mintex has maintained a presence in motorsport since the 1930s, with the brand’s friction materials used in Formula One, endurance racing, and rallying. TMD Friction continues to operate a dedicated motorsport line under the Mintex Racing brand, supporting club-level and professional racing series.
The brand’s early history includes supplying brake linings for the Ford Model T beginning in 1910. TMD Friction leverages this heritage as part of the rebrand’s narrative, though the company’s claimed “110-year history” does not precisely align with the stated 1908 founding date.
Supply Chain and Distribution
TMD Friction emphasizes that Mintex customers benefit from the parent company’s global supply chain infrastructure. TMD Friction operates facilities across Europe, the Middle East, the United States, Brazil, Mexico, and China, with a workforce the company describes as more than 3,900 friction specialists. The company has previously expanded distribution channels for its other aftermarket brands, including moving Pagid to direct distribution earlier in 2025.
Mintex is one of several aftermarket brands under the TMD Friction umbrella. The company also markets Textar as its premium tier, alongside Don, Pagid, Cobreq, and Bendix — a multi-brand strategy the company has built over the past decade to cover different aftermarket segments and regions.
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