ZF refreshes ProVia brand to strengthen workshop connection
ZF Aftermarket has unveiled a refreshed brand identity for ProVia, its value brand for commercial vehicle parts, with a clear mission: “to strengthen its presence in workshops and among mechanics while driving greater awareness across the aftermarket”.
Developed by aftermarket specialists since 2016, ProVia has built a reputation for delivering dependable, economical, and safe solutions tailored to ageing trucks, trailers, and buses.
With the rebranding, ZF Aftermarket says it is placing even greater emphasis on engaging directly with the people who specify and fit these parts every day.
Mark Hallam, marketing manager UK at ZF Aftermarket, said: “Workshops and mechanics are a vital part of the aftermarket community, and the refreshed ProVia identity has been designed with them in mind. It’s clearer, sharper and easier to engage with, ensuring technicians can quickly identify and trust ProVia parts, while distributors and fleets benefit from the reliability and safety the brand is known for.”
According to ZF, the refreshed branding introduces “a sharper visual identity built around the bold ProVia red, a simplified tone of voice, and stronger on-pack clarity”.
These updates are designed to make it easier for technicians to identify, source, and trust ProVia products in the workshop environment.
With a growing product portfolio covering braking, suspension, and air system components, ProVia helps bridge the gap between low-cost parts that may fall short on quality and premium-level aftermarket solutions.
Every product is built to aftermarket specifications with no compromise on safety or performance, ensuring operators keep their vehicles in prime condition.
By refreshing its positioning, ProVia aims to continue expanding its role as a trusted partner for distributors, workshops, and fleets worldwide.