ZF has launched a new tongue in cheek campaign to highlight the values of its LEMFÖRDER brand of precision, pioneering excellence and OE heritage in steering and suspension range.

The campaign touches on the common perception of the Germanic obsession with precision and perfection, but also underlines a very serious safety message. It demonstrates how German precision processes have made Lemförder the Number One brand for OE steering and suspension parts over the past 70 years. The campaign consists of humorous press adverts, a tongue in cheek film, digital material and dynamic point of sale tools.

“Everyone knows and trusts German manufacturing,” explains Kevin Price, UK marketing manager, ZF Aftermarket. ”And because it is  consistently good, this campaign illustrates that this must be born of a national state of mind; a love of perfection, a fixation for making things the best that they can be. But we believe this ideology is healthy, because it means that no steering and chassis brand strives harder for perfection than we do. This memorable campaign exaggerates the point and uses a touch of humour to show how our focus on striving for perfection is a huge benefit to the automotive world.”

The new campaign is aimed at all levels of the passenger car and heavy commercial vehicle supply chain: distributors, technicians and the end user. It focuses on the Lemförder programmes of: suspension ball joints, tie rods, supporting control arms and accessories.