To respond to this question, it’s crucial to understand what Top-Level Domains (TLDs) are. TLDs are the last segment of a domain name – the letters immediately following the final dot of any Domain Name. They are part of the text-based interface assigned to numerical IP addresses. They give people an understandable and memorable way to navigate the Web. Examples of TLDs include .com, .net, .org, .gov,.edu etc. (source: ICANN).
The “.schaeffler” top-level domain is a branded TLD (top-level domain) launched by ICANN’s New gTLD Program. This program expanded the number of TLDs available, including a number of so-called “dotbrands,” which are TLDs that correspond to a specific trademark or company name.
The Schaeffler Group – a global automotive and industrial supplier, headquartered in Herzogenaurach, Germany – is the verified and registered entity behind the “.schaeffler” TLD. This company applied for the .schaeffler top-level domain to provide an authoritative, identifiable, and secure platform for the digital needs of Schaeffler Group and its subsidiaries.
According to the TLD Application Schemas of ICANN, by owning its own gTLD, Schaeffler aims to control its brand and its online footprint more tightly. It allows the brand to create a secure and controlled environment that fosters increased trust from customers, partners, and the public in general. They could use it for internal websites, specific marketing campaigns, customer support portals, or even to create customized domains for certain products or services.
However, as of the time of writing, a Google site search reveals that there are, in fact, very few live ‘.schaeffler’ domains. A possible reason may be that like many companies that purchased branded TLDs, Schaeffler Group may be waiting for an appropriate strategy or for the public and market to grow accustomed to these new top-level domains before they start using it extensively.
Sources:
- “About the New gTLD Program”, ICANN.
- “TLD Application Schemas”, gTLDresult.ICANN.org
- “Google search for ‘.schaeffler’ domains”, Google.com
- “What is a TLD (Top-Level Domain)?”, ICANN.
- “Schaeffler Group “, Schaeffler.com
