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Schaeffler
How is Schaeffler redefining motion technology sales and marketing?
The 2024 merger with Vitesco transformed Schaeffler into a full Motion Technology Company, accelerating its move from components to systems like integrated e-axles. Founded in 1946, the firm now combines mechanical engineering, power electronics and digital services to target electrification and hydrogen markets.
Schaeffler leverages direct OEM partnerships, regional sales hubs, digital platforms and data-driven demand generation to sell systems, aftermarket services and software-enabled products. See product context in Schaeffler Porter's Five Forces Analysis.
How Does Schaeffler Reach Its Customers?
Schaeffler's sales channels combine direct OEM engagement, a global aftermarket partner network, and hybrid industrial distribution to serve automotive and industrial customers across digital and high-touch models.
E-Mobility & Powertrain
Direct sales to OEMs dominate these divisions, driven by long-term contracts for high-precision systems that contributed nearly 60% of group revenue in H1 2025.
Vehicle Lifetime Solutions
A global network of over 12,000 distribution partners and the REPXPERT platform enable technical support and parts sales, with e-commerce now accounting for 40% of aftermarket transactions.
Bearings & Industrial Solutions
A hybrid route-to-market: direct project sales for energy, aerospace and rail, plus authorized distributors for standardized rolling bearings and digital storefronts for small- and mid-size clients.
Omnichannel Integration
Post-Vitesco integration consolidated sales offices across 170 global locations to deliver a single-face-to-the-customer approach and boost cross-selling between divisions.
The company blends high-touch OEM relationships with scalable digital channels to execute the Schaeffler sales strategy and Schaeffler marketing strategy across B2B and aftermarket segments.
Channel Highlights & Metrics
Key channel facts reflecting 2025 operations and go-to-market emphasis.
- Direct OEM contracts: primary revenue engine, especially for E-Mobility and Powertrain; accounted for ~60% of group revenue in H1 2025.
- Aftermarket distribution: > 12,000 partners globally; REPXPERT drives parts and service sales; digital orders are 40% of aftermarket volume.
- Industrial sales: hybrid model with direct large-project wins and distributor-led volume sales for bearings.
- Sales footprint: 170 consolidated global locations enabling single-face customer engagement and improved cross-selling post-integration.
Channel execution priorities focus on Schaeffler go to market strategy, Schaeffler customer acquisition, and Schaeffler B2B marketing through combined direct account teams, digital storefronts, third-party logistics and the REPXPERT ecosystem; see further context in Competitors Landscape of Schaeffler.
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What Marketing Tactics Does Schaeffler Use?
Schaeffler's marketing tactics prioritize technical thought leadership and digital-first B2B engagement, combining content-rich assets, data-driven CRM segmentation, and digital tools to drive lead generation and customer retention across aftermarket and industrial clients.
Technical Content Leadership
White papers, deep-dive technical webinars and virtual reality product tours position engineers as experts in E-mobility and Industry 4.0.
Digital Lead Engines
The REPXPERT app serves aftermarket lead generation and retention, with over 220,000 registered users by early 2025.
Data-Driven CRM Segmentation
Sophisticated CRM segments industrial clients by sectors like wind energy and robotics for personalized recommendations and predictive maintenance schedules.
Digital-Heavy Media Mix
The marketing mix shifted to 70 percent digital spend, emphasizing SEO for technical components and targeted LinkedIn ads to reach procurement and design engineers.
AI-Driven Market Signals
AI analytics predict demand patterns and allow real-time campaign adjustments, contributing to a 30 percent rise in qualified leads vs pre-2024.
Trade Shows & Field Sales
Traditional fairs like IAA Mobility and Hannover Messe remain key for demos and relationships, supplementing digital-first outreach.
The approach integrates Schaeffler sales strategy and Schaeffler marketing strategy to align product engineering with go-to-market execution and B2B customer acquisition.
Key Tactical Elements
Core tactics deliver measurable commercial impact across aftermarket and industrial segments.
- Content marketing: white papers, webinars, VR tours targeting engineers and procurement.
- REPXPERT app: retention and lead gen with 220,000+ users (early 2025).
- CRM segmentation: sector-specific recommendations and predictive maintenance schedules.
- Digital spend: 70 percent of marketing budget on SEO, LinkedIn, programmatic ads.
- AI analytics: real-time campaign optimization and demand forecasting, boosting qualified leads by 30 percent.
- Hybrid events: tradeshow presence for demonstrations combined with digital follow-up funnels.
For related strategic context, see Mission, Vision & Core Values of Schaeffler
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How Is Schaeffler Positioned in the Market?
Schaeffler positions itself as a high-tech innovator under the claim 'We Pioneer Motion', highlighting German engineering, reliability and a sustainability focus that supports electrification and green-energy markets.
Brand Claim
'We Pioneer Motion' reframes Schaeffler's sales strategy and marketing strategy from commodity supplier to technology partner for automotive and industrial OEMs.
Engineering Identity
Visual identity uses a clean green and white palette to signal a shift to hydrogen and green energy solutions while reinforcing German engineering excellence.
Sustainability Credentials
Schaeffler holds a consistent A-score from CDP and targets climate-neutral production by 2030, strengthening its positioning in sustainability-led procurement.
Portfolio Diversification
Serving both automotive and industrial sectors provides a strategic hedge versus cyclical downturns, supporting resilient revenue mix in 2024–2025.
The One Schaeffler approach creates a uniform customer experience across small medical bearings to multi-megawatt wind components, boosting customer acquisition and B2B marketing effectiveness.
Electrification Leadership
2025 brand perception data ranks Schaeffler as a top-three partner for electrification among major OEMs, validating its Schaeffler go to market strategy.
Digital Transition
Marketing shifts emphasize digital solutions and smart components, aligning Schaeffler digital marketing strategy for industrial clients with product R&D roadmaps.
Customer Experience
One Schaeffler standardizes service, tooling and sales training to improve Schaeffler sales force effectiveness strategy and CRM outcomes.
Visual Identity
The green-white palette and technical design system communicate sustainability and precision across channels and packaging.
Competitive Differentiation
Differentiates from niche competitors by offering cross-sector solutions—bearing systems, mechatronics and hydrogen components—to broaden market access.
Evidence and Resources
For details on tactical campaigns and channel mix supporting this positioning see Marketing Strategy of Schaeffler.
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What Are Schaeffler’s Most Notable Campaigns?
Key campaigns have repositioned the company toward sustainable mobility and industrial electrification, driving measurable leads and engagement across energy, automotive and aftermarket channels.
Green Hydrogen campaign
The 2025 expansion showcased PEM electrolysis stacks and hydrogen fuel-cell developments, targeting energy and heavy-duty transport via global summits and a digital hub; this effort produced a 20 percent rise in industrial renewable-energy inquiries.
E-Mobility Synergy program
Positioned around 'Powering the Future of Motion', the program integrated Vitesco electronics with mechanical e-axles, contributing to the award of several multi-billion euro contracts with global OEMs and strengthening the Schaeffler sales strategy for automotive electrification.
REPXPERT 2.0 relaunch
Relaunch used influencer partnerships and exclusive training plus a points-based rewards system to boost app downloads and aftermarket loyalty, achieving a 25 percent increase in user engagement in H1 2025 among independent workshops.
Digital content hub & summit presence
High-profile appearances at hydrogen and mobility summits, combined with targeted B2B content, accelerated Schaeffler customer acquisition in renewable and heavy-vehicle segments and supported the broader Schaeffler marketing strategy.
The campaigns tie into the wider Schaeffler go to market strategy by aligning product development, sales force effectiveness and digital marketing to change perception toward a sustainable technology pioneer; see corporate background in Brief History of Schaeffler.
Targeted sectors
Primary focus on energy, heavy-duty transport, OEM e-mobility and independent aftermarket to maximize market penetration and distribution channels sales strategy.
Marketing channels
Combination of summit presence, digital hubs, social influencer partnerships and targeted B2B marketing content to drive Schaeffler digital marketing strategy for industrial clients.
Sales impact
Campaigns delivered short-term sales growth, multi-billion euro OEM contracts and measurable increases in industrial and aftermarket inquiries—key metrics in Schaeffler sales force effectiveness strategy.
Brand positioning
Shifted professional perception toward a sustainable, future-oriented technology leader, reinforcing the Schaeffler business strategy and competitive positioning strategy.
Customer value
Emphasized integrated systems and service offerings to strengthen customer relationship management strategy and clarify the value proposition in marketing communications.
Key metrics
Notable results in 2025 include 20 percent uplift in renewable-energy inquiries and 25 percent increase in aftermarket user engagement, demonstrating effective alignment of Schaeffler sales strategy and marketing execution.
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- What are Mission Vision & Core Values of Schaeffler Company?
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- What is Customer Demographics and Target Market of Schaeffler Company?
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