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Auto Parts Supplier HELLA Introduces New Brand Message

hella (select to view enlarged photo)

"Technology with Vision" is new corporate theme

LIPPSTADT, Germany--Sept. 5, 2012: HELLA, a leading global supplier of automotive lighting and electronics, is introducing a new corporate brand message.

"Technology with Vision" will be phased into the company's communications programs and product literature on a global basis over the next year. It replaces "Ideas today for the cars of tomorrow," a brand message used by HELLA for more than 20 years.

The new theme is intended to further emphasize the company's core business focus and range of expertise.

"The new brand message convincingly expresses precisely what HELLA has represented for more than 100 years -- namely technological expertise, robust innovation, sustainability and a path towards the future," says Dr. Juergen Behrend, chairman and president of the company. "This outwardly visible performance promise reflects above all our employees' own self-image.

"In addition, the double meaning of the word 'vision' very nicely illustrates the roots of the company in areas of 'light and vision' on the one hand. On the other, the new theme emphasizes the meaning of a forward-looking, responsible corporate strategy for our enterprise."

A corporate image film recently introduced on the company's website ( underlines HELLA's "Technology with Vision" message. The four-minute video covers the company's various areas of expertise, from lighting technology to vehicle electronics, aftermarket activities and industry programs. The new theme will be combined with the HELLA logo in the future.

The introduction of the new image film and theme continues a gradual revision of HELLA's corporate identity program begun at the end of 2010. Since then, the HELLA logo, corporate color scheme, graphic image and Internet presence have all been revised.