What sparked your interest in the automotive industry? How did you come to be a part of the industry?
My interest in the Automotive industry started when I was a child. I used to dismantle Gas and Battery cars and take a look at every single part of the structure and rebuild them again. My interest didn’t come to an end at that point of my life, it continued. I was a member in WRC ( World Rally Championship) as a “Stage and cars safety” member in Jordan and then worked in RORO ( Roll on Roll off ) and Chartering Vessels which let me figure out how important the mechanical parts are. As a double major in Business and Management Information Systems, I have always utilized my knowledge to assure stable and secure growth in the companies I worked for. Having the experience of Marketing and Sales to Projects and Events technical planning to Senior Shipping made me a good fit for my current position of “Planning and Ruville Brand Manager”.
Can you tell us in greater detail about the Ruville brand?
Within the Automotive Aftermarket business division, Ruville is the brand that offers both Schaeffler OE products and high-quality products not produced by the Group. As the specialist for steering and suspension parts as well as drive shafts, Ruville develops repair solutions and KITs that are designed to meet the demands of the Aftermarket. The company was founded in 1922 in Hamburg and employs about 160 people there.
How did Ruville come to be a part of the Schaeffler Group?
Ruville was acquired by FAG in 2001 and then by Schaeffler.
How is the Ruville brand differentiated from the INA and FAG brands?
Product categories that were sold under two different brands are now assigned to just one brand. This reduces complexity in sales, the supply chain and for our customers.
The INA brand will deal with the four most important components for engines. This includes timing drives (for belt and chain-drive vehicles), front-end auxiliary drives, valve trains and engine cooling. To meet market demand for a complete range of products, the INA brand portfolio is constantly being adapted.
What about the FAG brand?
The wheel-bearing solutions that were offered until now by Ruville will be completely integrated into the FAG portfolio, so that in future wheel bearings will only be available from FAG.
Ruville is positioned as our specialist for steering and suspension parts, along with drive shaft components and though this strategy will be completely differentiated from the FAG and INA brands.
When do you plan to start spreading awareness about this change in brand strategy to customers?
By the end of 2016, our customers will be informed by sales staff in their markets about our brand adjustment and the benefits this will bring. Beginning in the second quarter of 2017 we will start with adjusting our product categories, which should be completed by the end of 2017.
How important is the Hamburg facility for Schaeffler?
The facilities in Hamburg will continue to deal with central functions like program management, product development and purchasing. The product focus will be on the Ruville segments of steering and suspension parts, as well as drive shaft components. The INA segment for valve-train components will also remain in Hamburg.
What exactly does the Ruville product portfolio contain?
All steering and suspension parts as well as drive shaft components with OEM level Schaeffler quality for meeting automotive aftermarket needs will be marketed under the Ruville brand. Ruville will deliver these repair solutions that are manufactured with state-of-the-art technology and will come with all the necessary accessory parts under one umbrella. The products in the Ruville range are developed with German engineering know-how and tested by independent institutions and Ruville’s own internal laboratory.
As specialists for steering and suspension parts and powertrain components, Ruville offers KITs with parts perfectly tuned to work together and individual components, for all current European and Asian vehicle models. All KITs and components from Ruville contain all accessory parts needed for installation like screws, nuts, seals and lubrication.
Can you tell us more about what customers can expect in the different product categories?
Like I mentioned before, there are four different product categories under the Ruville brand:
When it comes to engine components, they are as follows:
The second category consists of chassis components. These include chassis parts pertaining to the steering, those pertaining to the suspension, wheel hubs and wheel bearings for light commercial vehicles. The individual products are as follows:
We also market engine kits and chassis kits under the Ruville brand:
The problem of fake and grey parts is a big issue in the Middle East. How is Schaeffler tackling this issue?
Schaeffler is consistently fighting against product piracy. Schaeffler have a leverage to protect itself from product and brand piracy with the introduction of new security label for a wide range of products. We have to thank the several security features on the article label, wherein distribution partners and garages can check its reliability. In addition, Schaeffler’s Quality Managemet system ensures highest product quality – from development to mass production to sales. “Zero Defects” in all processes and products is the declared goal of the company.
What do you enjoy most about working for Schaeffler?
The factors I like most about working for Scaeffler are the professional working environment and my friendly colleagues.
Manju Mathew, an MBA in marketing, completed publisher training courses from the Oxford Brookes University and New York University. She started with marketing and PR roles before moving on to her current position as a full time writer. Currently living in Dubai, her life as an expat has sharpened her observation skills and flair for writing. She has expertise in writing copy both from the agency and corporate perspectives and has worked on press releases, website content, all kinds of marketing collateral and management of social media channels like facebook and Twitter. She enjoys writing about luxury cars like Ferrari, Lamborghini, etc even if she can only dream of owning them.
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