Premium braking brand, ATE, has been setting standards in terms of quality for almost 120 years. With its latest quality initiative, the company is highlighting the values that have driven its success and have resulted in one of the most comprehensive brake portfolios of products and services in the automotive aftermarket. 

The ATE Quality Initiative 2025 presents key aspects in four major areas, showcasing its portfolio in the automotive aftermarket: experience, quality, portfolio and service.

In the field of braking, where safety is fundamental, quality is more than just a feature. It can be the crucial difference between average and exceptional performance when it truly matters. When it comes to quality, one of the greatest advantages of partnering with ATE is its extensive experience in the original equipment sector. Not only do original equipment manufacturers heavily rely on ATE products, demonstrating their high quality, but a significant share of the products entering the automotive aftermarket are identical to those used in OE manufacturing. For the few remaining products, ATE uses OE development and testing specifications to ensure comparable quality down to the last detail. This all means that ATE products last longer and workshops benefit from smooth installation. 

Long-term product know-how and a deep understanding of customer needs are supported by one of the most comprehensive brake programs in the automotive aftermarket. The product range covers around 98 percent of the European passenger vehicle fleet. Therefore, when it comes to braking solutions, ATE is a one-stop-shop not only for workshops, offering reduced complexity, simpler logistics as well as consistent product quality and compatibility. This expertise is reflected in ATE’s latest products, such as the ATE Ceramic Brake Pads and the New Original line, which includes sustainable innovations for the brakes of the future.

The ATE Quality Initiative 2025 places significant emphasis on sustainability. This includes not only long-lasting, resource-efficient product design but also optimized packaging concepts utilising reusable materials, recyclable tinplate cans as well as environmentally friendly colours and adhesives. 

Complementing the product offerings is a broad service portfolio, featuring a complete ecosystem for professional automotive services. This includes technical documentation, an expert hotline, (online) training courses, an attractive workshop module and a digital knowledge platform – all designed to assist and prepare workshops today and in the future.

ATE braking components are available from stockists nationwide.