SKF's Slogans & Taglines

AB SKF (Svenska Kullagerfabriken) is a Swedish bearing and seal manufacturing company founded in Gothenburg in 1907 by engineer Sven Wingquist, who invented the self-aligning ball bearing. Originally established to commercialise this breakthrough, the company has grown into the world’s largest bearing manufacturer, operating across more than 130 countries. Its portfolio spans ball bearings, roller bearings, seals, lubrication systems, condition monitoring equipment, and mechatronics solutions, serving industries including automotive, aerospace, energy, and industrial manufacturing. The company also holds a historic automotive connection: in 1926, its subsidiary Volvo was established, with the name derived from the Latin for "I roll"—originally an SKF slogan.

Brand messaging has evolved from the leadership claim World leaders in rolling bearings (1971) to the expansion promise Bearings – And much more (1979). In 1982, the company adopted We ease the friction of mechanical movement, before shifting to the precision-focused The exact bearing (1985). In 2001, the positioning embraced Real conditions. Real solutions. and Helping your world run smoother, while the 2007 campaign introduced The power of knowledge engineering, reflecting its transition from a component supplier to a comprehensive rotating equipment solutions partner.