#SKF #Sweden #Gothenburg #Greta Garbo #friction-free

Greta Garbo Returns to SKF

In a remarkable revival, iconic actress Greta Garbo has returned to SKF, the Swedish bearing and lubrication giant, more than a century after her first campaign for the company. This nostalgic comeback not only highlights Garbo's enduring legacy but also underscores SKF's commitment to advancing technology that aims to eliminate friction—one of the world's most pressing sustainability challenges.

A Historic Journey

Garbo's initial association with SKF dates back to the early 20th century when she starred in a promotional film, positioning the company as a leader in Swedish industry. The actress, who became a global symbol of glamour and mystery, epitomizes SKF’s core values: innovative thinking and the courage to challenge tradition. As the world grapples with increasing energy demands, driven largely by friction in industrial processes, Garbo's return serves as a timely reminder of the importance of sustainable solutions.

The company estimates that nearly 20% of global energy consumption is concentrated on overcoming friction in machines and industrial processes. This staggering statistic highlights the urgency of developing frictionless technologies, a path that SKF has embraced with renewed vigor.

The Technological Leap

SKF's latest endeavor features groundbreaking magnetic bearing solutions that hold the potential to completely eradicate friction. Rickard Gustafson, SKF’s President and CEO, emphasizes the necessity of these innovations, stating that, "The industry is facing increasing demands to reduce energy consumption and bolster competitiveness. Our state-of-the-art magnetic bearings eliminate friction entirely, but we must also find new ways to reduce barriers to adoption and make this technology more accessible, just as we did a century ago."

A return to the methods of the past is not a mere storytelling device; rather, it reflects SKF's strategic initiative to finance the integration of next-generation energy-saving technologies. By offering customers a financing model based on energy savings generated over time, SKF aims to accelerate the adoption of friction-reducing solutions that not only enhance operational efficiency but also contribute to a greener planet. This innovative model is reminiscent of a similar initiative the company launched in 1919, where customers could fund investments through savings accrued from technological advancements.

Per Nilsson, Global Head of Communication and Brand at SKF, states, "There are very few companies capable of combating friction as effectively as SKF. Yet, having the most innovative technology or a customer-focused payment model isn’t enough. Our method of communication must be equally inventive and inspiring. By bringing Greta back, we aim to shine a spotlight on frictionless, energy-efficient technology, emphasizing that sometimes the best way forward is to look back."

Applications in the Modern World

SKF's magnetic bearings are used across various demanding applications, including data centers, cooling systems, semiconductor processes, and more. By suspending the rotating shaft in a magnetic field without physical contact, this technology minimizes energy consumption, wear, and maintenance needs.

Furthermore, integrating AI-enabled condition monitoring with these bearings provides operational analytics that facilitate smarter asset management. SKF aims to couple energy-saving technology, digital intelligence, and new business models to mitigate investment hurdles and expedite the uptake of competitive, sustainable solutions.

Collaborating for a Sustainable Future

The initiative is developed in responsible collaboration with Garbo's family and Harriet Brown Company Inc., ensuring that Garbo's legacy is honored and utilized to foster sustainability in technology. This collaboration is pivotal as it highlights the fusion of historical gravitas with modern technological advancements, ushering in a new era of energy efficiency. More details on this groundbreaking initiative can be found on SKF's dedicated webpage.

Since its inception in 1907, SKF has been at the forefront of innovation, providing the world's most advanced bearings, seals, lubrication systems, condition monitoring solutions, and services aimed at reducing friction. By doing so, SKF not only facilitates energy savings but also contributes to building a more sustainable future—one that prioritizes doing more with less. With a presence in about 130 countries and approximately 17,000 distribution points worldwide, SKF recorded annual sales of 98.722 million SEK in 2024, employing 38,743 individuals. The company's commitment to sustainability, innovation, and customer service confirms its pivotal role in the future of energy efficiency.