Leading automotive brands unite as one

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.

With a growing portfolio of more than 200,000 products, Emotive is already a daily partner for more than 120,000 workshops across Europe and beyond, and sells more than 70 million articles and more than 40 million liters of oil and other liquids into the aftermarket each year.

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.”

Theo Theuner, Chief Commercial Officer at Emotive, added: “At Emotive, where ‘magic drives’, win-win relationships are the secret ingredient in our ability to craft the finest package of quality products and services for workshops. We celebrate our colleagues and partners who empower us to make things happen through a culture of openness and vibrant collaboration.”