The Hamburg spare parts manufacturer Meyle is relying on effective media reinforcement for its brand refresh: With the well-known automotive expert and "GRIP" personality Andreas Raulf, the company brings on board a brand ambassador who is deeply rooted in the industry. Raulf stands for technical know-how, craftsmanship, and automotive passion – embodying precisely those values for which Meyle has been renowned in the independent spare parts market for decades.
"With his many years of experience as a master mechanic, his entrepreneurial activities in his own car dealership, and his TV presence in the popular automotive format GRIP, Andreas Raulf combines high professional competence with authentic industry knowledge," says Danny Achilles, Head of Brand and Content Marketing at Meyle AG.
Raulf
is set to accompany key product and brand campaigns in the DACH region and also be present on the company's social media channels.
"The careful inspection of vehicles and components has always been part of my professional routine. I know what matters and therefore rely on strong partners like Meyle for the repair of defective vehicles. My goal is to deliver vehicles that are safe and reliable in the long term – whether in my own dealership or on TV," emphasizes Andreas Raulf.
Born in Halberstadt in 1976, Raulf is not only an expert in engines, transmission repair, and classic cars – he is also a face with reach. Millions follow his assignments on "GRIP – The Motor Magazine" on
RTL Zwei, which has been combining automotive topics with workshop life since 2007. In his sales hall, technical enthusiasm meets a collection of rarities: from the Ferrari Mondial to the legendary VW Samba Bus with 23 windows.
Meyle Brand Relaunch
The partnership is part of a comprehensive brand relaunch. With a new color palette, a revised logo, and a clearer visual language, Meyle already kicked off the refresh at Automechanika 2024 in Frankfurt. Now follows the next milestone: the new company website with improved user navigation and a modernized design – another step to position the brand as more agile, international, and future-proof.
Background: Independent Spare Parts Market
The independent auto parts market is under increasing pressure: digitalization, more complex
vehicle technologies, and restricted access to vehicle data are making the work of independent workshops and dealers more difficult. At the same time, price pressure, market consolidation, and cheap imports are driving tougher competition and a loss of trust. Logistic bottlenecks, high return rates, and a lack of transparency in parts quality are further exacerbating the situation. Added to this are regulatory uncertainties regarding access to technical information and a growing skills shortage, which is complicating the handling of modern vehicle systems even further.
Meyle aims to address these challenges through technical innovation and product quality, but also through more targeted communication with strong partners like Raulf. This underscores their ambition to remain a reliable and innovative force in the
