Always on the
Pulse of the Times
AVL’s brand evolution is a testament to our adaptability.
It shows that we understand the market, anticipate future
trends, and can change with the world. However, one thing
has remained consistent throughout the decades – our
commitment to innovation, excellence, and sustainability.
The Evolution of a Brand
AVL was founded at a time when vehicles were developing
from a luxury item to an everyday object. The first ten years
were marked by intensive research and development, strength-
ening the brand’s commitment to scientific excellence. With
the fuel crisis in the 1970s, AVL shifted its focus towards
fuel-efficient technology. This era marked our transition from
being purely research-oriented to becoming more solution-fo-
cused. In the 1980s and 1990s, we continued to extend our
global presence. Through strategic partnerships with industry
experts, we have been able to make our solutions accessible
to a wider audience and establish ourselves as one of the
global leading companies in automotive technology. At the
turn of the millennium, AVL adjusted course once again and
aligned itself even more closely with the new sustainability
goals. Recognizing the rising trend of electric vehicles, we
invested heavily in the development and testing of electric
propulsion systems and battery technology.
Reimagining Motion
Today, AVL’s brand identity is shaped by the legacy of 75 years
of pioneering spirit, openness to technology, and adaptability.
We crafted a new visual identity to reflect our vast product
and service portfolio, multitudinous R&D activities, and our
worldwide network of experts. Our new claim ‘Reimagining
Motion’ is a good fit in today’s world of constant change and
innovation, signaling our commitment to shaping the future of
mobility. A promise to push the boundaries of what’s possible
and to make mobility safer, cleaner, and more efficient. The
word “motion” has been chosen since it represents the under-
lying principle behind all movement, regardless of propulsion
system and fuel.
75 YEARS AND BEYOND
22 | 23