AUMOVIO Aftermarket launched a new advertising campaign on February 11, 2026, in Frankfurt to promote its ATE brake brand to aftermarket workshops and dealers, featuring imagery that combines premium brake products with automotive craftsmanship under the theme "Masterpiece. When skill meets quality."
The campaign targets master mechanics, workshop owners, mechatronics engineers, and specialist dealers who work with ATE products. The marketing materials use cinematic red brake light illumination and AI-generated imagery to portray professionals working with the brake technology. Frankfurt-based Tylers Agency implemented the campaign.
The ATE brand, which is celebrating its 120th anniversary in 2026, focuses on four attributes: quality, service, a full range of products, and innovation. The campaign builds on the brand's existing image while adding emotional appeal through representative portrayals of people interacting with the technology.
"ATE's brake technologies are among the best the market offers," says Enno Straten, Managing Director of AUMOVIO Aftermarket. "Our new image campaign uses striking motifs to show how the unparalleled combination of premium products and masterful automotive craftsmanship brings real added value in terms of safety and confidence for drivers. The message of the campaign is clear: ATE plus master craftsmanship equals a masterpiece."
Dirk Rockendorf, Head of Marketing, noted the motifs were created using AI as a tribute to ATE's role as an innovator. The red brake light gives the campaign a distinctive visual identity.
ATE was founded in 1906 as a commercial agency for automotive components and evolved into the Alfred Teves machine and valve factory. The company became a major supplier and pioneer in hydraulic brake systems. Continental acquired the brand in 1998, and it became part of AUMOVIO following the spin-off of Continental's Automotive division in September 2025.
AUMOVIO, headquartered in Frankfurt am Main, offers sensor solutions, displays, braking and comfort systems, and software expertise for software-defined vehicles. The company generated sales of €19.6 billion in fiscal year 2024 and employs over 86,000 people at more than 100 locations worldwide.