Gothenburg, 30 September 2026: Greta Garbo returns to SKF. More than a century after
her first campaign promoting SKF, one of the most iconic figures of our time is once again
the face of the company. Using AI technology, Garbo has been recreated. This time, she’s
drawing attention to groundbreaking magnetic bearings with the potential to entirely
eliminate friction. At the same time, SKF is reintroducing a payment model pioneered by
the company in 1919.
Before she became a global icon, Greta Garbo appeared in one of Swedish industry’s
campaign films for an international audience, with SKF among the companies featured.
But for SKF, Garbo represents more than just a historical connection to the company’s
early years. Her journey reflects the values that have always driven SKF: the
determination to keep thinking differently and the courage to challenge established
conventions as the world changes. Today, around 20 percent of global energy is used to
overcome friction in machinery and industrial processes, making friction one of the
world’s greatest sustainability challenges. To address this challenge, SKF has developed
frictionless technology.
“Industry is facing growing demands to reduce energy consumption, strengthen
competitiveness and meet the needs of increasingly energy-intensive operations. Our
innovative levitating magnetic bearings eliminate friction entirely. But just as we did a
century ago, we need to find new ways to lower the barriers to adoption and make the
technology more accessible”, says Rickard Gustafson, President and CEO of SKF.
The challenge isn’t new. As early as in 1919, SKF faced a similar situation. Its solution
became an offering that enabled customers to finance their investments through the
energy savings generated by the technology over time. SKF is now reintroducing that
same principle to make the next generation of energy-efficient technology more
accessible and accelerate the adoption of solutions that reduce both energy consumption
and climate impact.
“There are few companies in the world better at fighting friction than SKF. But having the
most innovative technology or the most customer-focused payment model is not enough.
The way we communicate must be equally innovative and inspiring. By bringing Greta
back, we hope to open more eyes to frictionless and energy-efficient technology.
Sometimes, we need to look back to find the best way forward”, says Per Nilsson, Global
Head of Communication and Brand at SKF.
SKF’s magnetic bearings are used in data centres, cooling systems, semiconductor
applications and other energy-intensive applications. By suspending the rotating shaft in
a magnetic field without physical contact, the technology can reduce energy
consumption, wear and maintenance while increasing availability.
Combined with AI-driven condition monitoring, it also provides operational insights for
smarter asset management. By bringing together energy-efficient technology, digital
intelligence and new business models, SKF aims to lower investment barriers and
accelerate the adoption of more competitive and sustainable solutions.
The initiative has been developed in collaboration with Greta Garbo’s family and Harriet
Brown & Company Inc., whose support has ensured that Greta Garbo’s legacy is handled
responsibly.
Read more about the initiative here: http://www.skf.com/fighting-friction
