Greta Garbo returns to SKF. More than a century after her first promotional film for the company, the legendary icon makes a comeback. Through the power of AI, Garbo reappears on screen—this time, to draw public attention to a breakthrough technology with the potential to eliminate friction entirely: magnetic bearings. Simultaneously, SKF is reviving a business model the company first pioneered in 1919.
A Century-Old Connection
Her Story with SKF
Few people are aware that before Greta Garbo became a world-renowned legendary film star—thanks to classic movies such as Camille and Anna Karenina—she appeared in a Swedish industrial promotional film aimed at an international audience; SKF was one of the companies featured in that film.
It is worth noting that this promotional film has a connection to China that dates back further than many might assume. Filmed in 1920, it features Chinese among the languages used for its subtitles. A young Garbo stands before a map, introducing the industrial landscape of Sweden to the audience.
For SKF, however, Garbo represents more than just a connection to the company’s early history. Her life’s journey profoundly reflects the core values that have consistently shaped SKF’s development: a commitment to breaking conventional thinking and the courage to challenge traditional ideas, even as times change.
In this collaboration, GGB and SKF present groundbreaking technologies and innovative business models that defy convention, joining forces to tackle the challenges posed by friction.
The Predicament of Friction
An industrial challenge plaguing the globe
Today, approximately 20% of global energy consumption is spent overcoming friction in mechanical equipment and industrial production, making “friction” one of the greatest challenges to global sustainability. To address this, SKF has developed zero-friction technology.
The industrial sector today faces mounting demands: the need to reduce energy consumption and enhance performance-based competitiveness, while simultaneously meeting the rigorous requirements of energy-intensive production operations. Our innovative magnetic bearing technology completely eliminates frictional resistance. Yet, much like a century ago, we must continue to explore new ways to lower the barriers to adopting this technology, ensuring its more widespread implementation.
—— President and CEO of the SKF Group
Rickard Gustafson
Overcoming Obstacles to Reach Distant Goals
Zero friction—SKF’s answer
Such challenges are nothing new. As early as 1919, SKF encountered a similar dilemma. At that time, the company introduced an innovative business model that allowed customers to recoup their investment costs over time through the energy savings generated by the technology during its long-term operation. Today, SKF is reviving this concept, aiming to lower the barriers to adopting a new generation of energy-efficient technologies and to accelerate the rollout of solutions that both reduce energy consumption and mitigate climate impact.
Magnetic levitation bearings are widely used in data centers, cooling systems, semiconductor equipment, and other energy-intensive sectors. By suspending a rotating shaft within a magnetic field, this technology enables operation entirely free of physical contact—significantly reducing energy consumption, wear, and maintenance costs, while substantially enhancing the operational availability of the equipment.
By incorporating AI-driven condition monitoring technology, this solution provides in-depth operational insights, enabling smarter asset management for enterprises. Through the integration of energy-efficient technologies, digital intelligence, and innovative business models, SKF aims to lower investment barriers and accelerate the adoption of high-performance, sustainable solutions.
“The Return of Garbo” is an initiative developed by SKF in collaboration with Greta Garbo’s family and Harriet Brown & Company Inc. Their involvement has ensured that Ms. Garbo’s invaluable legacy is both respected and thoughtfully preserved throughout this partnership. This project represents a cinematic reunion that transcends time, while also serving as a continuation of SKF’s core ethos: “Overcoming Friction, Enabling Progress.” From the pioneering business model innovations of 1919 to today’s advanced magnetic bearings, SKF has remained steadfast in its singular mission—using innovative technology to eliminate friction.
