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A birthday celebrated at a show, two TV adverts and a series of enthusiasts' stories: a look behind the scenes at Mecatechnic between 2018 and 2020.
22/10/2026
Harald
5 minutes read
Behind a spare parts website, there is a company, a team and a few adventures that are rarely told. Between 2018 and 2020, Mecatechnic celebrated an anniversary, tried its hand at television advertising and launched a series of stories that brought together hundreds of enthusiasts. These campaigns now belong to our archives: here they are, gathered together.
Mecatechnic was founded in 1983. For its 35th birthday in 2018, the company chose to celebrate where its customers gather: at the Epoqu'Auto show.
The team brought back a large gallery of photos: the Mecatechnic stand decked out for the 35th anniversary, and the cars displayed in the aisles of the show. Here are two, in memory of that weekend.
In September 2019, Mecatechnic sponsored the programme Wheeler Dealers on RMC Découverte. The 8-second ad was shown just before and just after the episodes.
For this very short format, we chose motion design: a video made of animated graphic elements in two or three dimensions. The visual approach is deliberately "fantastical", in the spirit of a superhero comic, around Mecatechnic's big M. In a few seconds, the message conveys our values: automotive passion and the pleasure of hitting the road. A voice-over sums up what we do: spare parts and tools for the maintenance and restoration of your pride and joy.
Motion design struck us then as an innovative, almost futuristic format for a company focused on classic cars. That was precisely the point: presenting Mecatechnic, its ideas and its values in a few seconds, in a way that doesn't look like a typical car-parts advert.
For a second ad shown on RMC Découverte, Mecatechnic entrusted the direction of a real shoot to the agency PIXMEUP. The format is longer, 15 seconds, and the tone more intimate. Rather than a catalogue, the ad tells a story: a father and his son, a family inheritance and a shared passion, the maintenance and restoration of a classic vehicle.
This choice is no accident. Handing down from generation to generation is at the heart of the classic car: a Beetle passing from father to son, a 2CV brought out of the barn, a weekend in the garage together. That is what sets us apart, and it is what the ad wanted to show.
In 2020, Mecatechnic wanted to strengthen the bond with its community: customers, Facebook and Instagram followers, blog readers. The idea was simple: every day, publish the story of an enthusiast and his or her car, told in their own words. The name of the series sums up the principle:
For about three months, a story was published every day. Hundreds of enthusiasts wrote to us, on Facebook, Instagram, LinkedIn or directly on the blog. Sometimes funny, sometimes moving, always sincere, these accounts showed that a passion for classic cars has no age, no gender and no favourite make.
The series is now over. The finest stories will be republished on this blog as "owner stories" articles, with the agreement of their authors.
An anniversary at a show, two TV ads, a series of testimonials: these campaigns have one thing in common. They talk less about products than about shared passion. Mecatechnic wanted to be, and still wants to be, more than a parts supplier: a community gathered around classic cars, where we pass on know-how as much as a car.
Among the cars of "1 Day 1 Story", there were Porsches in the middle of restoration on a tilting lift. That kind of equipment is now part of the ToolAtelier range, Mecatechnic's tool brand, presented in ToolAtelier: professional tools designed for your workshop.
To discover the story of an enthusiast met more recently, read 50 years of the Golf GTI: meeting an enthusiast in Normandy. All our other articles are on the Mecatechnic blog.
Harald
Le partage de la Passion, simplement.
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