Terry the penguin takes lead in HELLA’s thermal comeback

• HELLA’s new thermal management mascot is named Terry as the range continues to expand toward 6,500 parts by 2027.

• The winning name was drawn from entries submitted by visitors to the HELLA stand at Automechanika Birmingham earlier this year.

• Terry now fronts HELLA’s campaign to highlight its growing range of OE-quality cooling and air conditioning components.

HELLA has revealed Terry the penguin as the new face of its revitalised thermal management range, a cool character symbolising the brand’s expertise in keeping vehicles performing at their best.

Terry made his debut at Automechanika Birmingham in June, where visitors to the HELLA stand were invited to suggest names for the new mascot. Among the hundreds of garage owners, technicians, and distributors who took part, it was Chris Thomas of B&R Motor Factors who entered the winning name into the prize draw. Since then, he’s been front and centre in HELLA’s campaign to put thermal management back on the aftermarket map.

“Terry’s a light-hearted symbol with a serious message about reliability and quality,” said Ian Mattacola, HELLA UK Product Manager for Thermal. “The naming competition was a fantastic way to showcase that HELLA is once again a full-range thermal management supplier.”