Greta Garbo is back – starring in SKF’s initiative to overcome friction
Gothenburg, 30 September 2026 – More than a century after appearing in an early SKF campaign, Greta Garbo returns as the face of a new initiative highlighting SKF’s frictionless magnetic bearing technology. Recreated using AI, Garbo helps draw attention to one of industry’s biggest sustainability challenges: friction.
“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.
SKF is also reintroducing a financing model first launched in 1919 to help accelerate the adoption of energy-efficient technologies and support customers’ sustainability ambitions.
Read more about the initiative here: http://www.skf.com/fighting-friction