Earlier this year, febi introduced All Around the Wheel — a long-term strategic campaign highlighting one of the most comprehensive wheel- and axle-related replacement parts offerings in the Independent Aftermarket.
Now, the initiative enters its next chapter.
While the first phase focused on explaining the breadth and value of the All Around the Wheel solution, the second phase brings this proposition to life through emotional storytelling, strong visual communication and an immersive brand experience.
Under the guiding theme “Every Part in Harmony. Every Job a Symphony.”, febi translates the idea of a complete solution around the wheel into a powerful creative concept inspired by the world of music.
Just as every instrument contributes to a symphony, every component plays its role in a successful repair. Steering & Suspension, Braking, Drivetrain, Wheel Fastening and Rubber-Metal Components (NVH) each support safety, stability, comfort and performance in real repair scenarios.
“With All Around the Wheel, we have already made the breadth of our offering visible,” explains Philipp Hess, Global Sales Director, Group Sales Automotive. “The second phase is about making the value behind it tangible. Workshops and wholesalers need solutions that reduce complexity and support real repair needs — and that is exactly what febi offers through its comprehensive portfolio.”
With more than 28,000 wheel- and axle-related articles for passenger cars, light commercial vehicles and trucks, febi provides one of the most complete solutions in the aftermarket. The campaign highlights how this broad coverage helps workshops source the right parts more easily, while supporting wholesalers with a strong and structured offering for their customers.
The centrepiece of the second campaign phase is the new “Symphony Around the Wheel” storytelling video. The film visualises how individual components contribute to successful repairs and transforms technical complexity into a memorable story about precision, coordination and performance.
The new campaign assets will be rolled out across digital, social media, print and trade communication channels throughout the year. A major highlight has been the public premiere at Automechanika Frankfurt in September, where febi brought All Around the Wheel to life as part of an immersive brand experience.
Visitors experienced the campaign through product communication, storytelling and dedicated activation formats designed to make the All Around the Wheel solution visible, understandable and memorable.
“Automechanika is the ideal stage for this next chapter,” adds Hess. “It allows us to demonstrate not only what febi offers, but how this offering creates real value for workshops and wholesalers around the world.”
All Around the Wheel is designed as a long-term strategic platform and will continue to evolve over the coming years through new product stories, customer activations and market initiatives.
