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ATE Continental using GS1 DataMatrix to protect its brand and customers


In the automotive industry, low quality copies of safety-relevant spare parts for motor vehicles can present a high risk for consumer safety. Counterfeiting can also cause immense economic losses and damage to a brand.

Quoted text

Our customers can be confident, that they are using an original ATE spare part. This is made possible through globally unambiguous identification based on GS1 standards—our protective shield against counterfeiting.

Quote Author

Jens Haala

Quote Author Whois
Head of Product Management Braking Systems, Continental Aftermarket GmbH

The story


ATE implemented globally unambiguous, individual item identification for its spare parts with the Global Trade Item Number® (GTIN®) and a randomised serial number. Each identification number is allocated via a secure verification database and encoded in a machine-readable GS1 DataMatrix barcode that is printed on the part’s label. With ATE’s smartphone app, customers can scan and read the DataMatrix barcode to verify the authenticity of the spare part.


  • Protects customers from counterfeiting and its potential harm
  • Assures auto repair shops and retailers that they are using and selling ATE original spare parts
  • Safeguards brands and prevents economic losses for all supply chain participants
  • Provides customers with access to information at any time, with no extra costs

With its security system in place, ATE can now successfully defend its business and customers against counterfeiting and avoid the resulting economic loss. Auto repair shops and retailers are now assured that they are using original ATE spare parts and passing them along to their customers. And with the smartphone app or Internet access, all trading partners can easily check the authenticity of a part—anytime and at no charge. 
With GS1 standards, the ATE product‘s journey has now become transparent—from the repair shop to the driver— thus creating a reliable protective shield for ATE’s high quality products and brand.

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