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Greta Garbo's Iconic Return to SKF

After more than a century, the legendary actress Greta Garbo is once again collaborating with SKF, a prominent name in the engineering and manufacturing industry. This remarkable move, supported by cutting-edge AI technology, aims to bring attention to SKF's latest breakthrough: magnetic bearings that effectively eliminate friction—one of the biggest challenges the industrial sector faces today.

The Historical Connection

Greta Garbo is not just a prominent figure in Hollywood; her roots trace back to SKF's early marketing endeavors. Her involvement in the past helped to promote Swedish industry on a global stage, showcasing the company's products to an international audience. This historical link is significant not only because of its longevity but also due to the values it embodies—innovation, courage to defy conventions, and a commitment to sustainability. For Garbo, her philosophy aligns with SKF’s vision of progress and change in an evolving world.

Today, about 20% of global energy consumption is attributed to overcoming friction in machines and industrial processes. This staggering figure highlights friction's profound impact on sustainability efforts worldwide, pushing companies like SKF to devise innovative solutions to address it.

The Solution: Frictionless Technology

SKF's new magnetic bearing technology is a groundbreaking solution that completely removes friction, which could significantly reduce energy usage in various applications. As Rickard Gustafson, the CEO of SKF, stated, "Our innovative magnetic bearing solutions entirely eliminate friction. In the industrial sector, there's a pressing demand for reduced energy consumption and enhanced competitiveness in increasingly energy-hungry operations."

Reflecting on the past, Gustafson noted that SKF had previously tackled a similar energy challenge back in 1919. The company introduced a financing model that allowed customers to fund their investments through the energy savings achieved with SKF technology over time. Today, they aim to revive this same principle to facilitate the adoption of this next-generation energy-efficient technology, driving forward-thinking industrial solutions.

[strategically designed financing solutions that can benefit businesses using magnetic bearings, pushing the boundaries on efficiency.]

A New Era of Energy Efficiency

Garbo's return is about more than just nostalgia; it’s about creating awareness for energy-efficient technology that has potential far beyond traditional applications. The magnetic bearings can be utilized in various sectors such as data centers, cooling systems, and semiconductor operations—areas notorious for high energy consumption. By suspending a rotating shaft in a magnetic field without physical contact, SKF's technology minimizes energy loss, reduces component wear, and cuts maintenance costs simultaneously.

This innovation is coupled with intelligent machine condition monitoring, providing operational insights to better manage resources efficiently. By merging energy-saving technology, digital intelligence, and novel business models, SKF is determined to lower investment barriers, making it easier to implement competitive and sustainable solutions.

In collaboration with Garbo’s family and Harriet Brown Company Inc., SKF ensures that the legacy of Greta Garbo is honored and presented responsibly, preserving her historical significance in today's context.

For more information on this groundbreaking initiative, visit SKF’s official website.

Since its founding in 1907, SKF has continued to lead the industry in creating innovative bearings, seals, lubrication systems, and condition monitoring solutions that contribute to reduced friction. Lowering friction leads to significant energy savings, making industries smarter, more competitive, and energy-efficient. Through such efforts, SKF aims to construct a more sustainable future where achieving greater results comes at a lower cost.

Marching forward, SKF remains active in 130 countries with approximately 17,000 distribution points, highlighting its global presence and commitment. In 2025, the company achieved annual sales of 91.583 billion Swedish Krona and employed around 37,271 professionals.

As we embrace Garbo’s re-emergence, it’s a reminder that sometimes looking back can pave the way for a brighter, more innovative future.