Demerger and repositioning call for a name that represents the new brand with a long tradition in a competitive environment. As the market leader for acoustic and thermal management in the automotive sector, the brand needs a name that skillfully underpins its standing and appeals to and picks up existing customers, employees, the press, suppliers and other target groups.

The big challenge in demerging and developing the name was to set the company apart but not stray too far from the original company. After all, the already established reputation of the Group was not to be lost. The name had to convey old values such as commitment, reliability, profitability and innovation, but be open to repositioning. International usability, a unique competitive position, uncomplicated pronunciation and the exclusion of negative connotations were just some of the requirements for the new company name.

Endmark developed names in three lines, with Autoneum quickly emerging as the favorite. The symbolic name has its origins in the multilingual word "auto" and the Latin syllable "neum". The industrial world of the company and the new are obvious at first glance. However, "neum" also denotes an important place, as in "museum", for example. Autoneum therefore stands for new and innovative technologies in the automotive sector and a place where motivated people and new ideas come together. However, Autoneum also reflects the roots of the traditional company.

Autoneum - new, innovative, but steeped in tradition thanks to its roots in an established company and clearly located in the automotive world. An apt name for a market leader.