bilstein group repositions its product brand SWAG addressing the up-and-coming generation of repair professionals

SWAG, a leading provider of OE-matching replacement parts since 1954, has launched a brand campaign positioning itself as The Modern Choice for European Vehicle Repair.

‘Show Your SWAG’ is the campaign motto, designed to connect with the next generation of repair professionals.

Empowering Distributors with a Modern Approach to Automotive Repair
‘Show Your SWAG’ is more than a marketing initiative; it’s a statement of SWAG’s forward-thinking approach to vehicle repair.
That is why SWAG is also introducing a new brand claim: ‘Your Way. Your Choice.’
It’s you way and it's your choice, that is what expresses everything SWAG stands for best. Life is all about taking the right direction and making the right decisions, and so is automotive repair. With SWAG, you have the freedom to choose the best - keeping you moving, exploring and owning every mile of the open road.

The campaign embraces the professionalism, expertise and passion of today’s automotive repair industry, ensuring that distributors can offer their customers products that match the high standards expected in modern workshops. SWAG’s structured product portfolio allows for efficient inventory management, while its strong brand identity enhances customer trust and loyalty.

A High-Impact Campaign Built for the Workshop Community
To engage professionals at every level of the industry, ‘Show Your SWAG’ is supported by a comprehensive media package. High-energy workshop and product video snippets showcase the real-world use of SWAG parts in professional settings, reinforcing their quality and performance.

A Commitment to the Future of European Vehicle Repair
“Our new brand campaign marks a significant step in SWAG’s journey,” says Dominic Lammert, Divisional Director Global Brand Management. “With 'Show Your SWAG', we are reaffirming our role as The

Modern Choice for European Vehicle Repair, while also celebrating the expertise and dedication that define our industry. This campaign is aimed at those who drive the future of automotive repair - distributors, professional workshop teams and the next generation of repair specialists.”

Driving Growth Together – Join the Movement!
‘Show Your SWAG’ invites distributors, workshops and repair professionals to align with a brand that embodies innovation, reliability and passion for the trade. SWAG is committed to supporting its partners with high-quality parts and effective marketing tools, ensuring mutual success in an evolving market.
Discover more about the campaign by following SWAG on social media and visiting our website at www.swag.de

About SWAG
Since 1954, SWAG has been a trusted name in OE-matching replacement parts. With over 25,000 parts across five VITAL Lines, SWAG simplifies vehicle repair while maintaining high standards of quality and reliability. Through strong partnerships with distributors and workshops, SWAG is shaping the future of European vehicle repair.