How to discover the inspiring purpose of a global automotive and industrial supplier?

Schaeffler Group is a global leader in delivering high-precision components and systems in engine, transmission and chassis applications, as well as rolling and plain bearing solutions for an array of industrial applications. The company is taking major steps to reinvent its strategic positioning – but how can they effectively communicate their desired future state?

Developing Schaeffler’s purpose, mission and vision

Roadmap 2025 is Schaeffler’s transformational corporate strategy to position itself as an integrated automotive & industrial supplier. For their newly developed strategy, Schaeffler was looking for a cohesive framework that would integrate all the different elements into a consistent purpose-driven positioning. Turning to Globeone, we worked to develop an integrated positioning framework including purpose, vision and mission to characterize the program. Globeone also generated narratives, key messages, and strategy brochure materials related to the new purpose “We pioneer motion to advance how the world moves” and co-developed the related launch campaign.

We pioneer motion – Placing purpose at the core.

Schaeffler Group has launched its new purpose-driven claim “We pioneer motion” successfully in Spring 2020. Schaeffler’s purpose clearly communicates the ambition and strategic direction the company is heading for. The passion for technology and innovation has always been a core element of Schaeffler’s DNA. With its purpose in mind, Schaeffler successfully meets the challenges by producing pioneering solutions for motion and mobility. The resonance from all stakeholder groups is very positive and the related advertising campaign was a Finalist at the Effie awards in 2021.